HootSuite

Weibos, WeChat & Renren: how to approach social marketing in China

Chinese social networks can seem a daunting challenge for brands that are trying to expand their business in APAC.

Beyond the obvious language barrier marketers have to get to grips with new functionality, cultural behaviours and consumer expectations.

The Chinese internet population currently stands at 618m, with 81% connecting via mobile, so the opportunity is too big to ignore.

And with internet penetration at just 45% there’s still plenty of room for growth.

To find out more about social media in China and how brands should be approaching social marketing, I spoke to HootSuite’s APAC managing director Ken Mandel.

For more information on this topic, download Econsultancy’s South-East Asia Digital Marketing Trends Briefing or our Chinese Digital Market Landscape Report.

Econsultancy Enterprise subscribers are also invited to attend a free roundtable on Ecommerce in China on Tuesday 15 April. Spaces are limited so click here to apply for a place.

LinkedIn introduces targeted status updates

LinkedIn announced two new additions to its offering this morning: LinkedIn Targeted Status Updates product and a new follower insight page to help track not only who is following you but who and how your company messages are being shared.

The targeted status updates is a huge step forward for LinkedIn. It is reminiscent of Google + circles except you have more control per each message to filter by industry, seniority, job function, company size, non-company employees, and geography.

Each message shows statistics, similar to Facebook’s message insights, highlighting the number of followers in the targeted group and how many impression it received, as well as clicks, shares and the percentage of engagement.