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With over 320 million registered users and over 30 million daily active users on Sina Weibo, it’s become one of the most influential social media channels in China.

In this candid two-part interview, I discuss with Ken Hong, the new GM of Weibo Marketing Strategies, how to leverage Weibo to drive results for your brands and avoid zombie users from polluting your social marketing metrics.

If you are considering adding Weibo marketing to your marketing mix this year, you don’t want to miss this video discussion.

In Part 1 of the interview, Hong shares how Sina Weibo is different from Western social networks such as Twitter and Facebook.

“Weibo has evolved beyond Twitter to become a microblogging platform filled with social networking features.”

In China, Sina Weibo is also different from its competitor Tencent’s QQ Weibo, he adds, and explains the key difference.

In Part 2 of the interview: Hong deep dives into how brand marketers could use Weibo marketing for social branding, social CRM, and social commerce via the Enterprise Weibo account.

When asked if Sina has tackled the issue of the large number of Zombie fans on the platform, Hong said marketers should focus on measuring engagement and fan value instead of the number of fans only.

His advice for brand marketers considering Weibo Marketing: focus on strategy and objectives and work with your partners to evaluate KPIs.

If you’re based in China, you can watch the interviews on Youku: How to Use Weibo Marketing to Drive Results – Part 1 and Part 2.