Many businesses forging a new media strategy in China, see the country’s premier micro-blogging site, Weibo, as the Twitter twin of the East. However, there are some fundamental differences between the two and simply moving your Twitter strategy over onto Weibo may be more of a mistake than you think.
It’s not just about 140 characters. Chinese can contain five times more information than English in that short space. This means Weibo provides an opportunity for a more layered dialogue and greater interaction between fans and companies trying to market their product. The Chinese love to comment and Weibo gives them the tools to do this and more.
A picture paints a thousand words. Businesses can do worse than look to the fashion industry for examples of good practice in social media strategy in China. For a recent Art of the Trench exhibition in Shanghai, Burberry used pictures of people in the city wearing the iconic trench coat on their Weibo page.
Images and video were also transmitted live from the event. The result?
“The brand saw an increase of 15, 548 followers in just a 16 day time period and saw an average of 20 active followers a day.” Courtney Gerring, Digital PR at Fashionbi. (http://www.marketmechina.com/burberrys-powerful-weibo-strategy-and-the-benefits-of-weibo-campaigns/)
Get yourself verified. Sina Weibo brought in verified accounts much earlier than Twitter. Unlike Twitter, where it doesn’t appear to have the same impact, without it on Weibo you will have a harder time attracting fans.
Be careful what you post. There is censorship in China, a fact businesses looking to get a foothold in this arena have to deal with. Common sense can get you so far but you also need to keep an eye on what is in/out of vogue. In China, censorship of content, keywords and images changes with the tide. A site like weibowatch.com regularly provides a useful list of up-to-date banned or sensitive words that businesses should be aware of.
Latch onto influence. In other words, it pays to know your public. Get to know the key opinion leaders and build a relationship with them and you will be able to better reach the Chinese public. Particularly on Weibo, these verified individuals get a lot of reposts and comments on a daily basis.
Keep one eye on public events. In July 2011, a huge rainstorm hit Beijing leaving thousands of office workers stranded in the city. Durex posted on Weibo that it would be a good idea to put their product on their shoes to keep those feet dry – the post was shared between 50 million Weibo users.
Timing is crucial. To build up fans it helps to have an idea when the majority are checking their posts. For instance, a large number of Chinese commuters look at Weibo while travelling to and from work.
With over 500 million users and almost two thirds of fans spending an average of 3.9 hours a day using it on their phones, Weibo is one of the most influential social media channels in China and one that businesses looking to be a success in the country need to be serious about. Optimising for Weibo may be more challenging than its Western counterpart but, done effectively, can give foreign businesses access to a large and influential portion of the population.
“While the controls are tighter, one must realize that social media is infinitely more open than other media in China, and Sina has built a solid product integrating images, video, structured dialog, and longer tweets. As a result, Sina Weibo has become the media of choice that people flock to find or share information, and to voice or hear opinion.” Former Google China head Kaifu Lee. (http://techcrunch.com/2013/02/18/kaifu-lee-still-upbeat-on-chinas-social-media-despite-sina-and-tencent-weibo-suspension/)
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