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新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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Sina Weibo-Social Media Engagement Game-Changer?  

2010-06-01 22:02:22|  分类: 默认分类 |  标签: |举报 |字号 订阅

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Today’s news.  Sina Weibo, Chinese version of Twitter, will receive  more than 100 applications from companies in China to open their official Weibo account and get verified.

I have never seen a social networking so attractive and warmly welcomed by both  multi-national brands and local players in China. Social media thought-leaders such as Dell, Ford and Starbucks  as well as other social media players with strongholds in Twitter, are now turning to Sina Weibo for a replacement of Twitter.

And Sina Weibo is more than Twitter.

Unique Features of  Sina Weibo

?Content: Embedded emoticons, photos, video and music

?Reply: Hierarchical replies with original tweet

?URL: Automatically shorten URLs as http://sinaurl.cn/XXX but seldom used

?Engagement:  More like a miniblog and a “broader” engagement platform

?Portal page: A comprehensive portal page with celebrity users, business and media users, hottest entries as well as daily hot topics

?API: Not open sourcing and API developers strictly selected

?Integration: Backed and run by Sina.com.cn and connected with Kaixin001, Chinese version of Facebook

For any company/brand with a Sina Weibo plan, the key question is whether my target consumers and target audience are there. Answer, yes. And more than that. Celebrities, experts, economists, consumers, competitors, governmental officials. They are there Weiboing too.  Interestingly, I am followed by 4 police stations and several propaganda officials.

I will not repeat what I have put in the  PPT deck regarding what Sina Weibo can do for you and what’s the best practices.

And something not so good. As China BBS is swarmed with Water Army(paid content seeders and hired online attackers), Sina Weibo has more and more zombi ID (a term invented by Miao Ying, who will kill hundreds of IDs with same unique address every day).

But do not worry. Though the zombie IDs may have the power to stir a fake “internet word of mouth” in BBS and other SNS, their voices are limited in Sina Weibo.
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