wēi = micro                         bó = blog• A personal webpage where you post 140 character messages• The individual tw...
SINA weibo• Founded August 2009 by SINA corp• SINA started using the domain name  weibo.com in April 2011• China’s most po...
A weibo …            4
5
Top 10 Twitter accountsRank   Name             Followers    Occupation1      Lady Gaga        31,448,407   Singer2      Ju...
Top 10 Sina accountsRank   Name              Followers    Occupation1      姚晨 Yao Chen       26,283,669   TV Actress2     ...
8
9
10
11
Informal       Diverse     Transparent     Interesting12
Canadaweibo Content All in Chinese 25-30 weibos/week Created in-house   Canadian events in China    (culture, visiting...
Voyage                            Les étudesProduits commerciaux                       14
Commercial Relations                 15
Immigration              16
Education            17
Case Study: the Ambassador’s Car                 18
19
20
Sina Weibo from the Canadian Embassy in Beijing
Sina Weibo from the Canadian Embassy in Beijing
Sina Weibo from the Canadian Embassy in Beijing
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Sina Weibo from the Canadian Embassy in Beijing

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Mark McDowell introduces the work of the Canadian Embassy in Beijing on the Chinese social network platform Sina Weibo

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  • Weibo Diplomacy
  • What is weibo? Unfortunately it has 3 distinct but related meanings in ChineseTwitter, Facebook, youtube etc are all blocked in china2009 social media clones begin to appearEnd of 2010 “weibo” emerges as the dominant format, dislodgingfacebook clonesNote that 140 chinese characters is a lot of information. More like 75 words in English.
  • QQ still retains market lead among teens and small town usersQQ may be making a comeback because of its new “weixin” format. The social media market in China is moving as fast as in the rest of the world. Weibo’s dominance is only 2 years old – its entirely possible that in 2 years it will be eclipsed by another format like weixin or something that we haven’t yet heard of. It is impossible to rest in this environment.
  • What does a tweet or a “weibo” look like? Different from twitter. Much richer in content. Constantly telling people not to cram too much into a tweet. One idea. This is a tweet about a Canadian designer/tinkerer who lives in Beijing. This is a tweet about his quirky invention and include a video of it. The text refers to his participation in the Beijing Design exhibition. Retweets give you a clear idea of how interesting people found the content. Comments are an indcation of stronger opinions, usually postitive, but can be negative of course.
  • The page of the most popular weibo, actress Yao Chen.
  • By total followers
  • The biggest weibos are similar in content to the biggest twitter feeds. However, over the past 18 months the “serious side” of weibo has become increasingly prominent. Many sites push social and political limits
  • Weibo posts have real-world impact. They draw public attention to problems, and forcing changesIt is still a means to chitchat, but has also evolved into a tool for breaking and discussing significant news stories in ChinaWeibo challenges the state’s narrative of eventsHere is a case study.On July 23 2011 the Wenzhou Train Derailment Accident caused at least 39 deaths and 192 injuries. One of the first sources of information was a Sina Weibo tweet from a blogger claiming to be a survivor, which was re-tweeted 100,000 times in 10 hours. The State Railway Authority was not forthcoming with information at first, but their hand was forced by bloggers who openly discussed the incident online.
  • US Embassy microblog, the giant of Embassy weibos. This front page is obviously aimed at giving the Embassy, literally and figuratively, a human face.
  • Italian Cultural Office weibo.
  • Canadaweibo, designed in-house and changed quarterly.
  • Started June 6, 2011Run by the Public Diplomacy section, under HOM’s overviewThese are three homepages we have used so far. We change once a season with photos supplied by our followers.
  • These are straightforward tweets promoting Canadian products and services.
  • Education and consumer product fairs are good to cover live on weibo. This is the Qingdao Seafood Expo.
  • Immigration section able to communicate with Chinese public more effectively, with prompt and quality feedback to audience.Visa and Immigration column is one of canadaweibo’s most popular
  • A tweet about Canadian regulations dealing with the purchase of official details went viral on weibo, because it touched the hot issue of government use of public funds.
  • The story was widely covered by Chinese media.
  • The car policy has recently been altered. Maybe a coincidence.
  • Sina Weibo from the Canadian Embassy in Beijing

    1. 1. wēi = micro bó = blog• A personal webpage where you post 140 character messages• The individual tweets themselves• The brand name of one particular Chinese social media site (Several web portals each have its own brand of “weibo”) 1
    2. 2. SINA weibo• Founded August 2009 by SINA corp• SINA started using the domain name weibo.com in April 2011• China’s most popular microblog site, with over 424,000,000 members 3
    3. 3. A weibo … 4
    4. 4. 5
    5. 5. Top 10 Twitter accountsRank Name Followers Occupation1 Lady Gaga 31,448,407 Singer2 Justin Bieber 30,514,331 Singer3 Katy Perry 29,263,775 Singer4 Rihanna 26,806,031 Singer5 Barack Obama 23,662,215 US President6 Britney Spears 22,013,439 Singer7 Taylor Swift 21,043,461 Singer8 Youtube 19,817,790 Video-sharing Website9 Shakira 18,751,852 Singer10 Kim Kardashian 16,683,846 Television Personality 6 Updated on 10/22/2012
    6. 6. Top 10 Sina accountsRank Name Followers Occupation1 姚晨 Yao Chen 26,283,669 TV Actress2 谢娜 Xie Na 26,115,364 TV Actress3 王力宏 Wang Lihong 25,952,269 Singer4 小S Xiao S 24,352,087 TV Hostess5 赵薇 Zhao Wei 23,985,005 Actress & Singer6 何炅 He Jiong 23,839,927 TV Host7 陈坤 Chen Kun 22,461,863 TV Actor8 杨幂 Yang Mi 21,437,078 TV Actress9 大S Da S 20,535,416 Movie Actress10 周立波 Zhou Libo 20,409,172 Comedian 7 Updated on 10/22/2012
    7. 7. 8
    8. 8. 9
    9. 9. 10
    10. 10. 11
    11. 11. Informal Diverse Transparent Interesting12
    12. 12. Canadaweibo Content All in Chinese 25-30 weibos/week Created in-house Canadian events in China (culture, visiting Canadians) Embassy news (ambassador, open houses, staffprofiles) Practical information (visas, new flights, study in Canada) News about Canada (economy, festivals, travel, food) 13
    13. 13. Voyage Les étudesProduits commerciaux 14
    14. 14. Commercial Relations 15
    15. 15. Immigration 16
    16. 16. Education 17
    17. 17. Case Study: the Ambassador’s Car 18
    18. 18. 19
    19. 19. 20

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