What Is Social Media?

Social Media refers to a content production and exchange platform based on user relationships on the Internet.

The so-called social media should be spontaneous by a large number of netizens

Beijing time March 9, 2009 news, according to foreign media reports, founder of social media research and consulting company Trendstream,

1. Brand exposure

2. Website awareness;

3 Multi-platform common development prospects;

4 Brand Building;

5. Brand CRM ^[3]

Social media (blog, forum,

The traditional social mass media, including news newspapers, radio, television, movies, etc., the content is fully edited by the owner, pursuing mass production and sales. Emerging social media, mostly appearing on the Internet, content can be selected or edited by users, produced as a niche or niche, attaches importance to the gathering of close friends, and can form some kind of community by itself, such as blog, vlog, podcast, Wikipedia, Facebook , Plurk, Twitter, web forums, etc. The services and functions of social media are more advanced and diverse, but the fees are relatively cheap or free, and the access rights are relatively popular and convenient, which are widely adopted by modern young people. The obvious differences between social media and traditional social media are as follows:

1. Communication structure: Both social media and traditional media can spread globally. However, traditional media mostly belong to the centralized organizational structure, production, and sales. Social media is usually flat, non-hierarchical, and has different forms according to the needs of multiple production or use.

2. Near-term use ability: Most of the people who can use traditional media are government or private owners of the media; The gold owner decides. Social media can be used cheaply or freely by the general public; for example, online blogs, everyone can apply for free, and applicants can edit the content of the blog at will.

3. Professional requirements: The professional entry threshold for traditional media is high. For example, full-time journalists, photographers, editors, financial departments, and legal departments are required. In addition to certain information literacy, professional literacy in other disciplines is required. Can withstand the test of the consumer market; especially because of the fierce market competition and profit pressure of traditional media, the requirements for professional capabilities may be higher or more diverse. The professional threshold for social media is relatively low, usually with only moderate information literacy. In addition, in order to gain greater attention to the economy, social media tends to design the user interface of social media more convenient and simple.

4. Timeliness: Generally speaking, according to the scale of the content of the program, traditional media often has several days, weeks, and months of production time. Because social media prefers light, thin and short images to be published, the production time is reduced to one day, Hours, minutes. Some traditional media are aligning with social media, hoping to reach the news at any time.

5. Fixed: Once the content of traditional media is published, it is almost difficult to modify, such as news newspapers, radio, television, movies, etc. If you need to reply, corrections, often have to wait until the next version, such as the next day's newspaper, the next Sub-broadcast, next TV, and re-edited movie versions involve more manpower and time. Social media is often updated anytime, anywhere.

However, while social media is booming, there is no single-source global research report on its applications and impacts, especially for China's vast market. Little is known about the new media consumption patterns it may bring, changes in marketing communication methods and consumer behavior habits.

It is for this reason that Advantage McCann has launched a follow-up survey of social media worldwide from the third quarter of 2006 to continuously evaluate its impact, and released the first wave of Anytime Anyplace in September 2006. Reports on mobile media platforms, content, advertising marketing, consumer attitudes and needs, the second wave (Power to the People) of June 2007 in-depth discussion of the impact of social media, has been the third wave of research. The latest wave continues McKenzie s unique research system. Through online self-help questionnaires, it has received responses from 17,000 respondents from 29 markets around the world, covering an active Internet user group aged 16-54. (Using the Internet every day or every other day) is the most detailed survey on the social media revolution in the world. The results of the survey data are encouraging. In these 29 markets, all social media platforms have achieved continuous growth, and the coverage and frequency of social media are comparable to traditional media. The most important point is that the survey includes a market that has achieved extraordinary development in the field of social media-China (excluding Hong Kong, Macau, and Taiwan). It is precisely the study of Chinese social media that has made our research a better place.

Business social is on the rise

Network business social refers to the business communication between people on the Internet, it is a targeted social media for professionals. The rise of the business social network provides a platform and tools for people to carry out online business socialization. The business social network is a product of Web 2.0. According to the service content provided by the business social network for users, the business social network can be divided into two types: professional social network and corporate social network.

Professional social networking site

Career Social Network is an online social platform created for professionals. On this platform, users can easily find business contacts, employers, employees, experts and even investors through an expanding interpersonal network. The difference between it and traditional SNS is to meet new people, while the function of traditional SNS is to establish long-term contact with old friends.

Professional social networking sites are represented by LinkedIn abroad. It was established in December 2002 and launched in 2003. LinkedIn provides working people with efficient, secure, and business-worthy social services. Its users include headhunters and companies seeking human resources, organizations that do marketing in specific groups, individual job seekers, and users who need to maintain relationships. With the expansion of the business model, LinkedIn is not just a job-seeking social networking site. Its commerciality and some special features have been used by some commercial websites as marketing channels. LinkedIn has truly turned social relationships into business The internet.

The domestic professional social networking site is in its infancy, with a larger scale and more registered professional social networking sites such as Beautiful Life.com. Beautiful Life.com provides two types of services: social recruitment and professional exchanges. Users include human resources headhunting and Recruiting companies, individual job seekers, current employees and marketing agencies for specific groups.

2. Corporate social networking site

The enterprise social network is to apply the mature social network to the enterprise organization, so that employees within the enterprise can work and self-manage in a manner similar to social networks, so as to achieve efficient, transparent and convenient communication and collaboration among employees. Corporate social networks are like Facebook within the enterprise.

Bursting Chinese Blog Passion

According to the survey, the number of Chinese bloggers in 2003 has reached 43 million, ranking first in the world, exceeding the total of the second United States (26.4 million) and the third Japan (14 million), and almost one in every four Chinese Internet users Have their own blog; and among active Internet users, blog ownership has reached more than 70%, almost twice that in the United States and three times that in Japan. Led by stars and social elites, tens of millions of Internet users have opened up and cultivated their blog space. Here, grassroots can have an equal voice with the elite. Private territory-like blogs allow bloggers to get the satisfaction of being dominated at will. The public dissemination has greatly stimulated their creative passion. Research shows that for the active Internet User group, 4 out of 5 Chinese respondents read blogs, 7 out of 10 write blogs, 77.8% of bloggers update their blogs at least once a week, which shows that blogs have become an important part of their daily lives .

Weng Shiya, Director of Digital Business of McCann China, pointed out that the age distribution of Chinese bloggers is significantly different from other global Internet markets. The survey shows that the difference between the ownership rate of bloggers in China's 45-54 age group and the blogger's rate of 16-24 age group is only 12%, while the global average of this data is 24%, compared with 28% in the United States. This shows that blogs are not only the darlings of young people in China, but their popularity is no less favourable among other age groups.

In terms of browsing, Chinese diligent bloggers are pleased that nearly 90% of all active Internet users have browsed blogs, and this proportion has continued to increase in three waves of research. This explains why almost all large portal websites in China can't wait to launch a blogging platform in recent years, and they are looking forward to the huge click-through rate and content growth of blogs. In China, the click-through rate of popular blogs can often exceed 10 million, and some blogs have posted hundreds or thousands of clicks within an hour after posting updated content.

Wenbo Quan, CEO of McCann China, believes that blogs are comparable to traditional print media in terms of coverage and frequency of use, and that ultra-high pageviews give blogs tremendous power and have a greater impact on traditional media. In today's China, many influential traditional newspapers and periodicals have begun to reprint popular blog posts. Well-known websites display links to blogs or blog posts on the homepage, and follow-up reports on controversial blog posts are also flooded with traditional media. It can be said that blogs have become mainstream media.

Used by Chinese podcasters

The survey also shows that, in addition to blogs, China is also ahead of other markets in the use of other social media, of which the more typical are emerging video and audio podcasts. The survey shows that 74% of the active Internet users in the Chinese market have downloaded podcasts at least once, ranking first in the world, compared with the global average of only 48%, and only 29.5% and 30% in the United States and Japan. Weng Shiya pointed out that although China's podcasts started late, like other markets around the world, they are growing at an alarming rate. In the first wave of McCannian surveys in 2006, only 24% of active Internet users in China downloaded podcasts, and in the third wave a year and a half apart, this proportion has tripled.

It can be seen that the rise and gradual mainstreaming of social media have driven this huge

Internet social media is based on the Internet, and is mainly an emerging Internet media that mainly engages in information exchange, expert discussions, and interaction among netizens in the Internet industry.

Recently, a new word appeared in English-"Twiplomacy", which means to use social networks such as "Twitter" as a platform for diplomatic activities. In fact, not only diplomacy, but in the past three years, many governments have joined social networks to publish policies, attract public opinion, and even national leaders have become keen on this. A 24-hour report shows that 77.7% of the world s leaders have social media accounts. Although most of the accounts are not taken care of by myself, national leaders can also @, effectively shorten the distance between the country's top leaders and the people, and gradually become an important platform for democratic politics in many countries.

Weibo conversations with national leaders

Rwandan President Kagame @Paul Kagame

@Mia Farrow: Since March, Rwandan-backed Congolese M23 rebels have executed 44 people and robbed 61 women.

@Paul Kagame replied: You are completely wrong, and the tone is biased.

Australian Prime Minister Kevin Rudd @KRuddMP

@Greg nazvanov @ KRuddMP @ AUSVEG said: Chinese kale is more delicious with beans and fresh red peppers.

Joson Quin followed @@ KRuddMP and @AUSVEG: What is your favorite?

Kevin Rudd @AUSVEG said: Kale is Obama's favorite vegetable.

Uganda Prime Minister Mbabazi

A netizen @ : The salary of teachers in June has not been paid yet, what do you think?

@ Reply: The Ministry of Finance told me that they will settle by next weekend.

Favorite reply

@Ugandan Prime Minister 96% get a reply

Social media has said goodbye to "grassroots" and entered the political arena. This is not news. On the 24th, Boya Public Relations released a report after investigating 153 countries around the world, analyzing the social media accounts of world leaders. The survey found that the most popular leader is still Obama, and the most respected fans, almost @ , is actually one of the poorest countries' Ugandan Prime Minister.

In the data of 153 countries, US President Barack Obama has the largest number of "fans", followed by the Pope, the third White House, the fourth and fifth are from Turkey, respectively, Prime Minister Erdogan and President Gul. More interestingly, Erdogan also publicly accused social media of "national danger" during the recent Turkish protests.

When it comes to leaders' social media contacts, the largest number is Swedish Foreign Minister Bildt, who has a "mutual exchange" with 44 other national leaders. The Swedish government attaches great importance to the role of social media in democratic politics. At present, the Swedish government has handed over the Twitter account @Sweden, which represents the country, to civilian management, who changes one person a week, and the "manager" can speak freely on it.

Surprisingly, although Africa's economy is generally underdeveloped, 71% of its national leaders have social media accounts. Among them, Ugandan Prime Minister Mbabazi is the most talkative, almost every time he must reply, and the second place is from Africa-President Rwanda Kagame.

Mbabaqi posts dozens of Weibo a day, 96% of which are answering @.

In a conversation on July 22, a man @ : "The teacher's salary in June has not been paid yet, what do you think?" Mbabazi replied: "The Ministry of Finance told me that they will Settle by next weekend next week. "In a conversation on the 24th, a person @ :" Good job. You are the most social politician in the world. "Mbabazi replied:" Thank you, I don't want to compete with anyone. "

Favorite Follow

Obama follows more than 660,000 people

Social media is also very popular in Latin American politics.

Former Venezuelan President Hugo Chavez has more than 4 million followers on his Twitter account, and he used to compare the Internet to combat. As fans grew, Chavez hired more than 200 assistants to respond to comments. During the re-election of Chavez last year, the government launched a short message service to send Chavez's "Twitter" text to all citizens by text messages to ensure that those who have a mobile phone but do not have Internet access can see Here. The current president, Maduro, inherits the mantle of Chavez. He is the world s most active leader, Twitter Control, and posts an average of 41.9 microblogs per day.

Among the world's continents, Oceania s national leaders use the least amount of social media. In 13 countries, only one third of the country s leaders have an account.

Although 77.7% of the world s national leaders have social media accounts, and 68% of them are pinkers with leaders of other countries, there are not many leaders connected to each other through social media. Former Egyptian President Mursi, Israeli President Perez, Singapore Prime Minister Lee Hsien Loong, and others did not even follow anyone on Twitter.

Obama has always attached great importance to social media. Obama is the first leader in the world to open a personal account on Twitter and currently has the most followers-33.51 million.

During his first run for the presidency, Obama raised campaign funding on his "Twitter" and "Facebook" and won the support of many young voters.

Obama's "Twitter" @barackobama publishes frequently, from economy to immigration. Such as "If you agree that the American middle class should retire with dignity, please reply" or "Your representative in Congress needs to know your opinions on immigration reform, call them today", etc., but rarely reply to inquiries and @

@barackobama has followed more than 660,000 people from all walks of life, many of whom are ordinary people. Recently, some media even said that Obama actually paid attention to a pornographic company.

However, so far, Obama has only "followed" four counterparts-Russian Prime Minister Dmitry Medvedev, British Prime Minister's Office, Norwegian Prime Minister Stoltenberg, and Chilean President Pinella. powder". However, the five accounts never had any conversations.

Weibo budget

US Department of State spends 600,000 "plus powder"

According to a report released on July 24, 2013, there are not many leaders who personally post Weibo on social media, and are usually managed by the team. Of the 227 leaders' accounts analyzed in the report, only one-third indicated that the leaders themselves posted them.

The same is true of Obama's "Twitter" account. There is a line on his "Twitter" that reads, "This account is managed by the" Action Organization "staff, and the Weibo suffixed with" -Bo "was issued by Obama himself."

During Obama's first term and last year's reelection campaign, the Obama team used it to release Obama's policy agenda. In January of this year, the Obama team formally handed over the Twitter account to the Action Organization, which is a non-partisan, non-profit independent organization that currently manages websites, social media, and mailboxes left by the Obama campaign team. List, etc.

Some American media were dissatisfied that Obama handed over Twitter to the organization's management. "It's as if a person is on the phone and hasn't finished speaking to the operator."

Obama has the most fans, and the US State Department has not shown weakness. During the Clinton period, the US State Department launched many social media projects and opened many social media accounts. A report showed that the US State Department spent $ 600,000 to increase the number of fans on its Facebook account.

"Lao Lu" became popular

Australian PM has 490,000 fans in China

Many foreign politicians also post Weibo to China. Australian Prime Minister Kevin Rudd launched a Chinese microblog in April (then a member of Parliament). With his college Chinese major, Kevin Rudd's Chinese Weibo was all published in Chinese. At present, he is the first foreign current national leader to be certified in Weibo, with 490,000 fans, and has sent a total of 261 Weibos.

On July 9, Kevin Rudd's Weibo, which "talked to President Xi for half an hour in Chinese," received widespread attention and was reposted 30,000 times. Most of Kevin Rudd s Weibos entitled "Old Lu" are about his daily work and daily life. There are also microblogs asking Chinese fans about Chinese. During the college entrance examination in China last month, he also specially tweeted, "I wish all students who study hard to have a successful exam and achieve good results."

At present, according to incomplete statistics, about 300 foreign political figures have opened Weibo in China, including several US governors and former Polish prime ministers. ^[5]