Chinese Social Media:A closer look at Weibo
What is Weibo?
Weibo is the Chinese [tooltip text=”official phonetic system for transcribing the sound of Chinese characters into Latin script” link=”” target=”” color=”black”]pinyin[/tooltip] for the word ‘微博’ which literally means “Micro blog”. This differs from its English equivalent “Twitter” which is simply a brand name and trademark with the logo of Larry Bird. It is less abstract and gives insight into the function of the service, which is a small or scaled down blogging experience. The word ‘微’ (micro) has becomes extremely popular as a result and prefixes many other media now…. micro-interview, micro-magazine, micro… you can clearly see the influence Weibo has had on the Chinese society. There are only a few larger companies that provide a similar service to Weibo; the two major players are Sina Weibo and Tencent Weibo.
As discussed in our last blog, there are many companies working on the same type of social platforms that tend to have a slightly different focus from each other, believing that this ‘edge’ will ensure their success and gain them the greatest market share. With that in mind, let’s compare Sina and Tencent Weibo:
Who is on Weibo?
Many domestic modern brands (corporate, individual, public service etc) have established their presence on Weibo. International brands such as Starbucks, Channel, Mercedes Benz, Durex etc are all very active on Weibo and they have more than half a million followers. Many western celebrities are also using Weibo to keep a ‘personal’ contact with their fans, for example Victoria Beckham (1.31 million fans), Michael Owen (2.71 million fans), Tom Cruise (5.44 million fans).
How can you promote your company on Weibo?
Anyone can register on Weibo and promote themselves or their business on it. There are some similarities between marketing via Twitter and marketing via Weibo but there are also differences. To maximise your Chinese social media marketing strategy and target those who you are most interested in, it is crucial to understand the language, the culture and the social references. Simply Mandarin provides a tailored Chinese Weibo marketing service to English speaking companies. Please call +44(0)20 328 65888 or email [email protected] and see how we can help.[scroll_slider] [scroll_image]http://www.simplymandarin.com/wp-content/uploads/2013/05/Weibo-Starbucks.png[/scroll_image]