Chapter 1: Weibo Top Ten Guide – Set-Up

Chapters

1

Set-Up

Weibo account types and Verification

2

Planning/Strategy

Research, resourcing and KPI setting

3

Content Formats

Creating content for Weibo

4

Content Themes

Deciding on the types of content

5

Design/Style

Customise your Weibo page

6

Form and Deliver

Message format and delivery

7

Promoted Posts

Weibo advertising products

8

KOLs

The use of influencers in China

9

Community Engagement

Managing your community

10

Measurement

Attribution and analytics

Set-Up

verified acountSina Weibo offer two types of account, a personal account and a company account. Your business, brand or organisation should be authenticated with the all important ‘V’ for verified symbol as shown below.

So, why get verified?

Assurance that you are who you say you are is essential in China, and nowhere more so than online. To say Chinese consumers are sceptical about fakes is an understatement – they need to know that the brand they’re engaging with is authentic.

The first thing to do is open an account – Upon establishing your account you are required to fill out the company name, an introduction, insert links, your contact information and add an icon. Then begins the somewhat bureaucratic process of registering an overseas company on Weibo.

Sina charges European companies €1,000 for the right to gain verified status on Weibo. This fee will need to be paid together with the submission of all the necessary documentation.

In order to register your company with Sina and gain verified status on Weibo, the following documentation needs to be submitted:

  • Verification letter – this needs to be submitted with a company seal or stamp as well as signed and dated by authorised signatory, which will then need to be scanned in colour and sent.
  • Letter of authority – this needs to be submitted with a company seal or stamp as well as signed and dated by authorised signatory, which will then need to be scanned in colour and sent.
  • Certificate of incorporation or business license.

All documentation must be translated into Chinese for submission. And yes, Qumin translates all this documentation on behalf of our clients.

Next chapter in this resource

2

Planning/Strategy

Research, resourcing and KPI setting

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