The document provides guidance on managing a Weibo business account, including researching conversations to identify influencers and tone, creating localized and brand-consistent content, engaging with influencers and audiences through comments, responses, shares, and messages, and analyzing reports on follower growth, demographics, sharing ratios, and active followers to determine successful marketing strategies. It concludes by offering contact information for those wanting to know more about using Weibo for business.

1. Finding 500 Million New
Fans
How to Manage a Weibo Business Account

2. Weibo Account Management Overview
Content
EngagementReports and
recommendations
Research

3. Research
 Monitor relevant conversations in real-time
 Identify the key influencers within these
conversations
 Identify the tone of conversations

4. Content is King
1. Localize the content to ensure the message is
effectively communicated and is appealing to
the target audience.
2. Create content which is consistent with your
brand and tailored to your target audience.

5. Engagement
1. Comment on influencers’ blogs
2. Provide timely information in response to specific inquiries
3. Drive traffic to websites by participating in relevant discussions
4. Engage deeper with your audience through direct messaging
5. Adapt and design promotional campaigns to increase brand visibility

6. Reporting
1. The goal is to determine which aspects of our marketing is
most successful, and which can be improved.
2. Key performance indicators
• Follower growth
• Demographics analysis
• Extent of sharing
• Ratio of active followers

7. Good Luck!

8. Do you want to know more
about Weibo for your business?
Keep in touch:
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Email: lesley@latmultilingual.com
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