How brands can use Sina Weibo to reach Chinese consumers

Low Lai Chow

This report covers an address by Ken Hong, general manager of Weibo marketing strategy for Sina Weibo, the leading Chinese social media and commerce platform.

How brands can use Sina Weibo to reach Chinese consumers

Low Lai Chow

When Weibo started out three years ago, the microblogging platform was virtually a Chinese version of Twitter.

"People still make these comparisons these days," said Ken Hong, general manager of Weibo marketing strategy for Sina Weibo. "It has grown beyond a microblogging platform."

Hong was speaking at Festival of Media Asia 2013, where he etched out social strategies that brands can adopt to make their campaigns work harder.

Today, Weibo is more of a Facebook-Twitter hybrid as well as the most active social platform in China. It...

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