Without a China particular social strategy, all of those painstakingly crafted hashtags and that wealth of carefully curated content material goes unseen and unheard by a population with spectacular buying power and a propensity for brand hopping. Brands that aren’t making an investment where Chinese users are spending their time are lacking a vital opportunity to connect and effect purchase choices. And while some US based multinational brands like Coca Cola have based a presence on these networks, with limited time, social media advertising budgets and skillability in the native language only Tencent Weibo offers a full English interface it could be a challenge even for large firms to regulate active and meaningful conversations across China’s completely separate social systems. The client profile data available by way of these networks is comparable with what we’re used to accessing from Facebook, Google and other more ordinary networks, but goes much added from time to time in addition.
Tencent Weibo, for example, allows information like a customer’s name, birthday and gender, but in addition provides extra data points like present deal with, schooling level, industry code and even if the user is partaking on the location under their real name a level of verification totally unheard for consumers in other social networks. Both Tencent Weibo and Tencent QQ offer distinct social graph data that enables marketers to leverage the fan and follower networks of their target audiences.