Some words on social media in China
CHINA'S INTERNET REVOLUTION
New data has revealed that China's internet population is still soaring and, says Jeremy Woolf, this presents new challenges for public affairs and communications professionals
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| Woolf: China's web growth opens new opportunities |
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 Before you go down the social media path, understand business objectives and audience dynamics |
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China’s world-leading internet population of 298 million shows no sign of slowing down.
With year on year growth of 41.9%, the introduction of next generation mobile technologies such as 3G will only speed up this astounding uptake. What’s encouraging is the 60.8% increase in rural areas, giving those who typically relied on mainstream media access to social media channels.
From a social media or public affairs perspective, this growth further reinforces the need for companies and government entities in China to include social media as a key part of their communications strategies.
While there are concerns about the ability to “control” messages within these channels, the reality is the control that many companies have enjoyed over mainstream media content is shrinking. It really isn’t a question of whether you should engage in social media – the reality is your brand is already part of the online conversation.
Authentic communications
It is critical that in making the move to social media relations, Chinese companies adopt ethical practices and genuinely contribute to the communities in which they want to engage. The success or failure of this engagement lies in their ability to authentically function as part of an online community.
Authenticity will be a challenge for many. One of the reasons for the astronomical growth of blogs and discussion forums/BBS in China is their ability to give a voice to people who for so long were unable to express themselves. But with this boom comes the realisation that these channels are influential and can be used to shape public opinion.
This has led to the growth of so-called astroturfing or fake grass roots movements in China. The most public expression of this practice has been the “50 Cent Army”, consisting of students who are paid a small amount of money to contradict anti-Government opinion.
The concern is this practice will potentially damage the reputation of social networks as open and trustworthy environments. I can only hope that the self-policing nature of social networks will ensure discussions remain authentic and unwanted posters are discredited.
Message not medium
Despite the inevitable enthusiasm for social media relations that the internet figures will generate, one communications fundamental remains consistent for companies seeking to grow their brands in China. That is that the message is still more important than the medium.
Only once you determine that blogs, social networks, micro-blogging and video sharing sites are influential and are where your audience ‘lives’, should you plan and engage these communities.
Before you go down the social media path, understand business objectives and audience dynamics, listen to the market, prepare yourself and your spokespeople, then participate. Evaluate. Then do it again.
Jeremy Woolf is senior vice president and Greater China director of Text 100 Public Relations