2. Presented by Carol Duan Public Relations | Social Media Boston University Crafting Your Message for Chinese Social Media

3. Crafting Your Message for Chinese Social Media Target Audience Time Difference Demographic Profile Best Times/Days to Post Psychographic Profile Who When Posting Frequency Behavioral Profile Compelling Brand Story Why What 5W1H Strategic Goals & Objectives Audiences’ Wants, Needs and Preferences How Where Voice, Tone, Language, Format, Topics, Post Length, … Social Platforms Existing Channels

4. Video Content Hosting Site Weibo A hybrid of Twitter & Facebook 10K+ Followers Youku China’s YouTube Main Channels Monitor Zhihu WeChat China’s Quora All-in-One Messenger App 10K+ Followers

5. WeChat – “An App for Everything”

7. Popular Content Formats Social videos (≤60s) with captions Post 3-4 times a week • Images • UGC (including photos, vlogs and student blogs) • Videos • “How to” Guide • Listicles • Infographics • Interviews 600 - 1,500 words per post Long videos (≥60s) with captions Leverage multimedia assets Use Call-to-Action Crosspost Snapchat Stories and Facebook Live videos Send out 4 posts a day Popular Topics 140 Chinese characters per post Leverage multimedia assets and long blog posts • Life in the U.S. 101 • Campus/Off-Campus Events • Career Development • Safety • Student Journeys • Cultural Differences • Alumni Resources

8. Crafting Your Message for Chinese Social Media Do’s & Don’ts