Clear and Accurate Positioning
First ask yourself, what you want to use this Weibo account for. What are your expectations? Is it branding, sales, customer service, reputation management or looking for cooperation/VC/suppliers? Find out what you want, answer that first question, then look for the right people to listen to or talk to.
Genuine Communication with Followers
Post useful content. Make yourself trustworthy. Interact with followers often.
Make sure you reply to comments in time. Instead of trying to push so much information, pay attention to what your followers are talking about. Listen, and learn about them, then collect the feedback to improve your business. Come up with solutions immediately after negative comments appear rather than waiting or trying to hide.
Be Creative
Create original content for your followers. Control the amount of reposts. Definitely avoid only reposting other people’s stuff, or using content generator without careful planning.
I once came across a restaurant bar posting all sorts of jokes in every half an hour. Why jokes? And 1 irrelevant joke every 30 minutes? No one wants their feed box to be filled with 1 account’s posts, it’s absolutely spamming and not even for the business.
Show your character and make your content stand out. Do not become an ad pushing machine. It’s another case about quality and quantity.
Use Weibo together with Other Marketing Channels
No matter how powerful Weibo is, it’s still just a marketing tool by itself. Successful marketing for the business depends on how well you perform your whole strategy through all forms of media and cross utilize them. There are many means to “play with”, such as event marketing, experience marketing, daily activity marketing, etc..
What to Post and How to Post
- A company account should offer sufficient company-related content.
- Wisely use #keyword# in posts of company name, brand or promotion-related tags.
- Use graphics rather than just words.
- Constantly updating Weibo content, especially during the hours when people feel like reading the most.
Promotion
- Choose influential accounts/people to start a promotion.
- Project company name, brand or product/service in the title.
- Make sure these words (company name, brand or product/service) are hit on in the promotion introduction.
- Post with an attractive picture.