Tag Archives: China

How Chinese Weibo has Changed China

Weibo is the chinese name for “Micro blog”, which was born two years ago, but now has already reached millions of users. Because of the strict censorship in China, the birth of weibo is the same as the birth of “Xiaonei”, “kaixin”, which fills the vacancy of international social network sites like “facebook ” “twitter” in China. However, with the development of Weibo, Chinese internet has indeed brought lots of changes to Chinese social media landscape so far.

Social network is a highly free sharing network, which has never been real built in China. Chinese government keeps eyes on all tweets that Chinese tweeted in Chinese weibo. It has happened many times that “sensitive” tweets were deleted by the Sina weibo authority. Compare with the press freedom of Twitter, Weibo’s topic limitations are ridiculous, nevertheless, Chinese netizens are deeply impacted by the development of social media.

1. Chinese realizes that social media could be a first platform for them to receive news. Everyone can be a reporter through social media and the existence of traditional media in China (which is highly censored by Chinese authorities) is not highly trustful anymore.

2. “Sharism” is an important concept to be realized. “Sharism” is connected closely with the work “collective intelligence”, there are people from different careers in Weibo, politicians and celebrities might lead normal netizens to some different worldviews. Weibo is becoming the most popular site for chinese netizens to share knowledge, especially on current society news. With only 140 characters limit, Chinese people are so happy to discover a land that could spread the word. After the happening of Chinese train accident in the spring of 2011, Weibo even begins to own the “political” features: lots of Chinese netizens start to believe that the more they share, the better society will be.

3. Social Media could help business. Social media online campaign is still quite new for Chinese people. And in fact the online campaign has really set up yet, but it is still easy to see that a lot of companies are beginning to use weibo to communicate with their audience. A lot of business people are beginning to use weibo to do advertisement for their productions. Chinese market is becoming more and more active and colorful.

When I first came to Netherlands, every time my Chinese friends ask me what is my major, it is always tough for me to explain what is New Media. Once I mention the name of social media, they will wonder that why social media needs to be studied. But now, there are more and more people begin to do take part in the research of social media, a lot of companies in China begin to have social media department for their online marketings.

Although social media in China is still under an un-freedom environment, with the development of social media and the increasing realization of people, I hope the “free” day will come soon.

2 Comments

Filed under social media marketing, social media networking

Privacy of Social Network? (Day 28)

Recently, the Chinese social network is getting quite interesting.The Chinese Twitter (Weibo) exposed some private issues on political sides.

For example, a local officer who talked with his lover through his account got caught by the policemen, and things turned out that he was corrupted. Meanwhile, a young lady who claimed that she was a daughter of the CEO of Chinese Red Cross while uploaded a lot of pictures of luxuries on her Weibo page. Since it caught public’s attention, relevant government departments began to investigate this person and it turned out that the whole Chinese Red Cross organization is even corrupted.

This is so true but sad. The true side is that finally China has something could be talked about on social network issues, the sad side is that China has a terrible corruption situation while the privacy of social network needs to be thought about.

In fact, I am good at spying someone on Facebook. Though for the first time when I registered Facebook, I was hesitated that do I really have to put my real name on this site? Will there be something bad happen if my profile was public like this? However, it seems that no one really cares, since real names and information could help us to find our friends and keep our relationship in our circles.

There are some privacy settings on social media account for sure, and Facebook is claimed as the safest social media sites. However, there are still some problems like you can know a person by looking at his friend list.

Netizens could always make them as private as they can: block the wall, make no one see the profiles etc. But with the development of social network site itself, sometimes the site could not help itself to spread the word. One day I made a new friend on a party, the next day we added each other on Facebook. Then on his wall, Facebook stated: “XXX and Cici are now friends after attending XXX party”… I was embarrassed, hoping no one could see this.

However, facebook and twitter are two different social media network sites. On twitter we don’t have to use our real name and know all information about our friends, instead we can only receive information from people we want to know. But on Twitter, every one could get information from you even they are not your followers.

Privacy is a question that I have no idea how to answer , since I have lots of doubts myself. But social media helps you know a person more to some extend. By watching picture albums, I can see how many places this person has been, by watching his statues, I can see what his life is going recently. Social media shortens our distance.

Is it possible that Facebook could help a policeman catch the criminal? Is it possible that my boss could fire me just because a drunk face? Sometimes I even feel I am living out of this world is I don’t log on Facebook even for a day.

Related articles:

Privacy 2.0

http://www.economist.com/node/15350984

A bill of privacy right for social network users

http://www.eff.org/deeplinks/2010/05/bill-privacy-rights-social-network-users

Privacy and security issues in social network

http://www.fastcompany.com/articles/2008/10/social-networking-security.html

Leave a comment

Filed under social media networking

The ROI of Social Media (Day 9)

Let me start with a joke:

Two mice were talking. One really wanted a girl friend, so he asked the other one: ” heya, maybe you can introduce me a nice single female that you know?” The other one took out a picture from the pocket,saying: “I do know one! here it is, how about this girl? ” He looked at the picture and got angry: “What do you mean? She is a bat! ” His friend said: “Oh come on dude, she is an air hostess.”

When I was a kid, I believed that bat is a mouse with wings, since they have the same face. But is mouse with wings bat? Biologists point out that in fact bat is bat, mouse is mouse, they are completely two different species. And today  my assignment is on the ROI (Return of Investment)of social media,  and I have spent a whole morning doing useless research on data analysis and ROI softwares until Mr.D threw me a similar question: “Is social media campaign social media? “I was speechless. I realized that I made the old mistake as I made on the mouse and bat thing.

Social Media and Social Media Campaign is not equal to each other. Social Media is for people to share online whilst Social Media Campaign is for people to do online promotion for specific productions. The former is long-term activities and a direct dialogue happens every second, but the latter is only a short-term advertisement with social media as its platform, happens in specific period.

Gary Vaynerchuk used a hilarious metaphor when received question as “how to measure the ROI of social media”. He fiercely claimed that all those datas on business we obtained could not measure the ROI of social media, and the real financial value lies on the relationship with consumer/customers. In other words, the ROI of social media campaign is about money and profits, the ROI of social media is about conversations.

It is indicated that “The problem with trying to determine ROI for social media is you are trying to put numeric quantitifes around human interactions and conversations, which are not quantifiable.” And the truth is it is not easy to measure the ROI of social media, even if a production’s advertisement  received million of “like” through facebook page. People who click “like” don’t need to purchase the production, so the “like” only hints the influence that imposed by  social media. And for those profits that company really makes are from people who buy this production for sure.

It sounds very abstract. Comparably speaking, what the ROI of social media campaign always report are brand exposures, traffic (comments on contents),  cost of sale, time to sale etc. but the ROI of social media concerns are the real increase in sale and quality of relationships. (more information please see here). However, for both of them, the ROI is not easy to calculate. It needs huge work to do, even not easier than a rocket surgery.

During the lunch, we watched another speech by Gary Vaynerchuk, who talked about how necessary for business to adapt to social media. Afterwards, I was surrounded by curiosities as “How about China?”.  Unfortunately, as a Chinese citizen who grows up inside the Great Fire Wall, I have no idea on the related development of social media business either. Probably China will make use of their own internet wonderland and continually loosing their connection with the whole world.

Knowing that I am discovering the social media world recently, my friends on my Chinese twitter (which is a product made in China) complain that global social media sites abandon China, because they ignore the power of 42 million Chinese netizens. But the fact is that it is China who abandon the globe first.Predicting the future of social media development in China, I am afraid that is even more complicated than ROI. God Bless.

Leave a comment

Filed under social media blog, social media networking