After Boris Johnson opened his official Sina Weibo account on April 12, Ken Livingstone and Brian Paddick also jumped onto the boat on April 21 and 22 respectively, making China’s No.1 microblogging service the new frontline for the 2012 London mayor election. So..who is going to win judging by their performance on Weibo?
As of this blog post, @BorisJohnson has accumulated 88676 fans in 13 days since April 12, an increase rate of about 6821 fans per day. He followed 13 other accounts and posted a total 103 Weibo posts, approximately 8 tweets per day.
His very first tweet was a copy/paste from his Twitter account and has nothing to do with China, Chinese community or whatsoever.
A few blogs have already criticized Boris’ Weibo strategy as no strategy as all due to lack of knowledge of how Weibo works. As Beijing Cream quoted Daily Dot’s Kevin Morris, “Whoever is in charge of the account (we’re assuming someone on his staff, and not Johnson himself) simply copies and pastes the @backboris2012 tweets verbatim to Weibo. This includes Twitter mentions and RTs to Twitter users who simply don’t exist on Weibo.”
Apparently, Boris’ team has been listening and adjusted their plan. Though most of his Weibo posts are still direct copies from his Twitter account, his team started to post English + Chinese translations or Chinese only Weibo posts that are specially targeted at Chinese audience. So far, 7 of his 103 tweets have Chinese.
His latest Weibo posts talked about how the coming London Olympics linked London and Beijing together, “The Olympic Games is a connection among cities around the world. I said yesterday to the Chinese community that the Olympic Games link Beijing and London together. Ever since the 2008 Beijing Olympic Games, we have been looking forward to inviting all of you to 2012 London Olympic Games.”
Another Weibo post promoting London tourism.
@BrianPaddick has attracted 17007 fans so far in 3 days since April 22, an increase rate of about 5669 fans per day. He followed 9 others and posted a total 19 Weibo posts since started, approximately 6 tweets per day.
His very first Weibo post was a nice greeting to the Chinese audience and a brief introduction of himself and his campaign pitch.
Judging by his Weibo posts and the first few tweets on his official Twitter account @brianpaddick, his team by far has the best Weibo strategy through creating authentic content for the Chinese audience. 18 of his 19 posts are either in English + Chinese translations or in Chinese only.
His latest two Weibo posts.
@KenLivingstone is the only one of the three who has a Chinese only profile and who translates his name into Chinese “肯-利文斯通.” He gained 19099 fans in 4 days since April 21, an increase rate of about 4774 fans per day. He followed 4 others and posted a total 28 Weibo posts, approximately 7 tweets per day.
His very first Weibo post was a nice greeting to the Chinese audience on Weibo, too, plus a brief introduction of his campaign pitch. No personal introduction like Brian did.
His Weibo strategy is more like that of Boris’ – the majority are direct copies from his Twitter account @ken4london. Only 5 out of his 28 Weibo posts so far contain Chinese; and expect for the first say-hi one, all the other 4 are about attacking his competitors.
So…who do you think has the best performance on Weibo?