How To Drive Engagement On Sina Weibo, China’s Alternative To Twitter
在全球，社交媒体已经占据主流。在网络上类似twitter，instagram，snapchat已经不仅仅是一个与好友分享照片，生活的平台，更是许多博主，品牌用于推广自己，分享给关注者的必备软件。
All over the world social media is becoming more and more popular. International names like Twitter, Instagram and Snapchat are not only convenient for sharing pictures with friends, they have fast become an established channel for fashion bloggers and stars to personally share their life directly with their followers.
在中国有两个社交媒体是你必须要了解的！我们可以区分为：封闭媒体与公众媒体。
封闭媒体就是：微信（如同line和facebook）能够让你分享自己的照片，感悟，文章与你的好友（只有好友，或互相有关联的人才能看到照片与评论）
公众媒体就是：微博（如同推特）你可以与大众一同分享照片，文章，视频。这是没有的限制的，所有使用微博的人都可以看到你所发出的内容。
In China there are two social media platforms you must know! Closed network WeChat (which is similar to Line and Facebook) allows you to share photos and articles with your friends (only shared connections can see each other’s pictures and comments on updates providing an in-the-know feel) and Sina Weibo (which is like Twitter). On Weibo you can share pictures, links and even videos with everyone.
虽然说微博已经存在超过十年，许多人也一直担心有一天微博这个平台将不再流行，但如今我们依旧可以说这是一个中国市场的主流媒体平台。对于许多中国用户而言，社交媒体同时也是自寻媒体。方便他们在第一时间找到最新资讯以及搜索潮流趋势。
Although Weibo has already been around for more than 10 years and many have wondered when this platform will no longer be relevant, it’s still a go-to channel. For many Chinese users the social media platform is used as a news source. It’s a very convenient way to check what has happened recently or to research what’s trending.
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在微博的“探索”下面你可以轻松的找到热门话题。
Under Weibo’s ‘discover‘ tab you can check what’s trending by topic
作为一名中国博主，今天我将教你如何正确使用微博来营造粉丝。
As a Chinese fashion blogger, today I will teach you how to use Weibo and gain followers by creating relevant posts.
point
1
不要让你的微博太过商业化
Don’t Let Your Weibo Be Too Commercial
许多国际品牌及外国博主入驻微博的时候，她们会不由自主的使这个平台商业化。 她们更倾向于发一些杂志封面或者是美丽的宣传图而不是一些日常照片。我们知道微博是类似于推特的存在，许多浏览微博的人是报以轻松，休闲的态度。所以有趣，日常化会更容易取得关注者的好感。
作为品牌而言，多一些品牌活动的内容，照片，而不是lookbook会让关注者更亲切，更想与之互动。从而使你的微博变得独具一格。
For lots of international brands and foreigners when they use Weibo, it looks too much like a commercial. They love to post beauty pictures and magazine covers instead of more day-to-day pictures. However, since Weibo is really similar to Twitter users expect to find everyday content that is relaxing, fun and more importantly entertaining. So to create a good Weibo account marketing content needs to be relevant to what’s happening that day. This way you can engage and educate your followers about your brand while also providing information to readers. To drive engagement let your account become one-of-kind.
point 2
频率非常重要
Frequency Is Very Important
建立一个良好质量的微博其难度不亚于创建一个品牌。让你的粉丝能够更了解你，你需要做的事多发微博。 我这里所说的多发是指保持一个频率的发送，而不是几天不发后，突然有一天不停的在发。创立一个好的微博账户，你需要的就是让你的粉丝觉得有趣的同时灌输他们需要经常追踪你新的资讯。
Building a good quality Weibo account is as hard as building a brand. To let your followers remember you, you have to post more. By posting more, I mean your posts need to be regularly scheduled. Don’t wait a long time to post on Weibo and then post a lot in one day. To have a high-quality Weibo account you have to make it enjoyable for your followers and be consistent.
point
3
结合时下热门话题
Combine Content With A Trending Topic
热门话题一直是发微博的最好选择，你需要有效的捕捉热门的话题并结合你的观点进行发文。
举个列子，作为一名时尚博主在时装周期间我会每日分享我对最新时装周的话题。在巴黎春夏高定周期间，我的话题拥有2750，000人阅读过我的话题，足以见能迎流多少新粉丝。
Trending topics that people are already interested in are a great way to drive engagement and build your following. You need to be able to catch hashtags that are relevant to your target audience while they are still hot and publish your own point of view on Weibo. Just remember on Weibo you need a hashtag at the start and end of your post.
For example, as a fashion blogger during fashion week I share my thoughts daily on Weibo to let people check and get an idea of what’s happening in real time based on firsthand experience. On my posts about the Paris couture shows last season I had over 2,750,000 people look at my hashtag for this topic demonstrating how useful it is to appeal to followers with timely content.
#monki带你去看秀# ‘monki takes you to watch runway shows’ had over 2,795,000 views
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