The purpose of Weibo marketing is not to turn company weibo account into a billboard.
There are over 1000 foreign companies have opened their official weibo account. However, many of them just use weibo as an micro-bulletin for them instead of a platform. They just put some dreary company news on it like they invent a new product, or have some government people visit them… However, they forget the essence of weibo, to build a community. Not ignoring interaction.
In the following case, an Italian company put
news about its construction project and Italian embassy on its company account. It can hardly get fans, needless to say customers from its Weibo.
The problem of this account is:
- Its content is not attractive
- Its weibo account doesn’t spread good image to visitors
- People cannot find it unless they search for it by name because this company doesn’t work on SEO or weibo group marketing
Another company use its weibo account as a 100% billboard.