Chapter 10: Weibo Top Ten Guide – Measurement


Social media has changed the face of many businesses because, for the first time, organisations have access to real-time, unprompted feedback. However the difficulties of having access to tonnes of data is similar to creating lots of virtual haystacks. There is a vast amount of information to process but we still need to find the needles of useful insight hidden within to make sense of it all.

measurement01-18As analytics tools are extremely important for social media research, measurement and optimisation there are many tools in existence to support marketers in the west. However, as China’s digital platforms have developed separately from the global digital landscape so to have the analytics tools. With western tools not having the ability to add Chinese platforms to their offering there have only been a select number of agencies and/or tools in Chinese to help. Based on Dao’s knowledge of Weibo reporting for brands we have listed a number of points to measure.

To start we would recommend using the in-built Chinese analytics. Look, or ask, for the data on your follower growth, demographics, follower activity rate, clicks on page. Without a tool you will have to manually analyse post engagements.  This will give you a good idea of your page’s basic engagement.

In the world of the analysts, where we are all cynics, don’t take the above as gospel. Followers and interactions are open to abuse from bots. Therefore, we focus on engaged fans and Weibo’s new read function.  We have been working on analysis on the read function and it is producing some very interesting stats. Essentially it is influenced by the percentage of active followers you have and the organic interest in your post material. If you use a hashtag on a trending topic your post read number will increase by the number of followers that hashtag has.

However as you cannot benchmark your read scores we recommend focusing primarily your engaged fans. These people are your brand advocates and you should analyse their demographic and geographic profiles to see how they align with your target audience you set. You should also analyse the interactions on your campaigns, hashtags, to see how the statistics align.

measurement02-19Once you have collected the data on your fans you can also measure your metrics against competitors. This is a lot more difficult as although Weibo has inbuilt metrics for your profile it does not allow you to look at competitors.

Without using a third party tool you can still manually analyse your competitors page interactions. Focus on volumes of posts and interactions. Clicking on the interactions numbers on each post will also allow you to view some of the people interacting. Sense check your competitors fans to see if they reaching the right audience.

It is also helpful to use the advanced search function on Weibo to measure how many people are creating content around you and your competitors. You can set parameters on the search platform by date and location and build a timeline of comments on your brand. For a powerful visual to demonstrate your achievement on Weibo create a share of voice chart for each month of your activity and compare them MoM and YoY.

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