Social Media

Blogger relations is a term used frequently in the west and it describes the process of developing a trusting dialogue with groups of bloggers interested in the same subjects as your company. The Chinese Social web differs from the west as communities centre around BBS (Bulletin Board Systems) rather than blogs. Although blogs are exceptionally popular they have in the past taken on the role of personal webpage or online journal rather than being a soap box for thought leaders in particular segments.

Although the status of blogs is changing, for the reputation conscious brand in China, the BBS(forum)  has to be the main focus for both monitoring and potential engagement. BBS cover common popular topics such as luxury brands, mobile phones, PC hardware and women's issues and are the primary source of customer opinion.

In China's unique social web environment, strategies for engagement have to be different. Courting key bloggers is not enough to shape the conversation. As we have seen in numerous cases when a consumer backlash has occurred against a brand (deserved or not) taking decisive steps in the real world does little to quash popular discontent online. One example of this is Carrefour's aggressive discounts offered on the Labour day holiday in China. The action did little to break the online campaign to boycott the store.

The Egg's China based team help organisations come to terms with these challenges and devise strategies tailor made to the client and the market.