WeChat Marketing – A Social Listening Watchdog For Your Brand


Protecting and monitoring you brand health and equity across borders and digital platforms should be one of the most important regular jobs for any digital marketer. While media monitoring tools are abundantly available for western digital marketing and social media content – the case is not the same when you want to understand what’s happening around your brand within the Chinese digital world, both in China and globally.

Unless you understand Mandarin or are well versed in the world of Chinese channels such as WeChat, Weibo (interactive social media platform), Xiauhongshu (Little Red Book – product review platform) and other major Chinese social media platforms, it is very tricky to know what is going on regarding key issues, content, competitor activity and conversations around your brand or business, or the industry you operate in.

That’s where the Marketing Minds Chinese Social Media Monitoring service can help you;


What Is the Chinese Social Media Monitoring service?

Our focus for Chinese media monitoring service is on WeChat – the #1 social media and cross border platform used by Chinese globally.

WeChat has its own search engine and as a result, the common monitoring tools such as Google Alerts do not search and report on activities within WeChat. As a result, Marketing Minds developed our own Chinese social media monitoring procedure on behalf of our clients to understand what is happening within WeChat, and to have the necessary insights for WeChat Marketing, cross border marketing and e-commerce into China.

Essentially, this is a bespoke social monitoring methodology that uses selected keywords to search and track activities within your competitor and industry set in the WeChat (or other key cross border) digital environment. It can also be used to search ad identify Influencers and Key Opinion Leaders (KOL) within the WeChat, Weibo and Xiaohongshu.

It allows New Zealand companies to understand Chinese consumer activities within their preferred digital media and set the right WeChat and other social media marketing strategy for the brand.

The goal is to provide useful insights to New Zealand companies that can help shape and direct their both their domestic and China cross border marketing strategy around WeChat, Weibo and Xiaohongshu.


How Does Social Listening / Media Monitoring Tool Work Within a Total Chinese Marketing Strategy?

With WeChat at the heart of any Chinese marketing strategy we have summarised the key foundation elements in the below diagram with social listening being one of the core elements.

We like to think of it as the WeChat insurance policy helping to give your brand the best possible chance of succeeding within the WeChat ecosystem.

This Chinese Digital Marketing Listening service will also help improve the effectiveness of your brand messaging, media investment and other marketing strategies as they relate to the Chinese community. This can include both local and international marketing on WeChat and other Chinese platforms.


The Report

If this is of interest to you, we’ll be happy to discuss your specific requirements and share an example of our Chinese social media monitoring report with you.

Please contact us now for more information.


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