Facebook, Youtube, Instagram and Twitter - all major Western social media are completely blocked in China.
But make no mistake: The Chinese have their own world of social media and use it even more ferquently than Westerners do.
For companies wanting to reach Chinese consumers there is simply no alternative to mastering the social media landscape and use it to your advantage.
Your first steps should be to identify and map the social media and blogs of particular relevance for your company.
For example: If you are an art museum in Naples it is of course evident to market yourself on websites dealing with tourism to Italy in general and to Naples in particular. But it will also be relevant to ensure that you are visible on blogs (what the Chinese call BBS) writing about art and culture. Plus ensure that the official Italian tourism promotion entities in China also feature your museum.
Needless to say, we can handle it all for you: mapping, partnering and posting.
With online being by far the most efficient way to reach Chinese tourists in their 'dream' and 'planning' phases they face an overload of low quality promotional information.
Chinese social media providers have responded to this challenge in 2 ways: Some impose no restrictions on posted content, with the result that your quality articles will have to stand out sharply among all the trash. The other is to impose harsh approval-policies on posted content, with the result that it is extremely difficult to post content having a commercial flavor.
The only way to deal with this is straightforward: Ensuring that the content posted is of high quality, interesting and relevant.
WeChat is China's undisputed leading social media. It is imperative for your marketing - and this is of course why we describe it in some detail on this website.
If you're in the tourism industry the leading booking platforms and travel sharing websites are also crucial - and the reason we cover them in a special section.
But China's social media landscape is of course much, much richer - ans provides excellent marketing opportunities. Among the ones to consider are Sina Weibo, Douban, Baidu Tieba etc.
Do you want to know more about social media in China? Feel free to click the link below and see our page with background information about social media.Read more
The market leader until it was bypassed by WeChat, Weibo can best be compared to Twitter combined with Instagram.
It is fast paced, short and with primary focus on pictures and short video. In fact, it has been described as 'Twitter on speed' as Chinese follow, post, comment, tweet and re-tweet to a degree that would leave most Westerners gasping for air.
While many foreigners are aware of WeChat, Baidu and Weibo only few have heard of douban. Yet for many purposes douban is one of China's most interesting online marketing channels.
What makes douban so interesting for marketing is its unique mix of users, features and accessibility. It has over 200 million users, most of whom are between 25 and 35 years old, and with over 50% having a higher education. The users' common denominator is that they are young, modern and independent minded.
For Westerners not reading Chinese and in general unfamiliar with China's social media landscape it can seem like a maze with no entry or exit.
At Shanghai Jungle we try to provide clarity and overview - and make it possible to execute a social media strategy for almost any budget. For more information simply drop us a line and we'll be happy to provide you with more information for your specific case.