There is no denying that social networking websites are getting more and more popularized in recent years. It gets people a lot of advantages. People can publish, share and get social interactions through social networks. You can stay in touch anywhere.
The most popular social networking websites in worldwide could be Facebook and Twitter. I don't use these two frequently, but have signed up. However these two and also some other websites like YouTube are blocked in China.
The most social networking websites in China are Kaixin, RenRen, Pengyou and Qzone. What I active on is RenRen and Sina WeiBo. RenRen has the same form with Facebook and Sina WeiBo has the same form with Twitter.
Social Networking websites have been seen as an effective tool to promote business. Many business organizations have developed Social Networks promotion plan as part of their overall marketing strategy.
I would like to use RenRen as an example to talk about how business organization promoting through the Social Networking websites. In my perception, advertising on RenRen can be categorized into four forms.
First one is the banner advertising. This kind of ads always located on the side of the sites. The objective of this kind of advertising is to generate sales only. The GM of RenRen said that they have ads service platform for small/media business just like what Facebook does, but this is not the major advertising form they provide. 95% ads on RenRen are big brand ads. This might be the reason that why I only see one banner advertising on my RenRen homepage.
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The second one is creating a business profile on RenRen, companies can publish articles or photos of their business or relevant to their business. Then their followers can see and share with their social group. As what the GM of RenRen said, this kind of promotion is more likely brand image building than sales generation only. As I know, building a profile on RenRen as a business organization will be charged registration fees.
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| A RenRen profile page of a wedding planning company. |
The third type is advertising on the comments. Here a popular Chinese website should be introduced. Taobao is an online shopping market just like eBay. Some sellers of Taobao advertise their Taobao shop on RenRen. They leave their shop introduction and link as comments under relevant articles or photos. For example, a user of RenRen built an album about teaching girls how to dress in fashion, a seller of female clothes from Taobao may said that he/she has these clothes in his/her Taobao shop and leave their shop link.
The last one is concealed advertisement. Publish articles or photos as a regular user, building and brand image in people’s subconscious, for example, an album of a collection of Coke Cola’s package design.
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