Weibo(微博), the Chinese word for micro blog, is the most popular and rapidly growing twitter-like social networking platform in China. Weibo uses a format similar to its American counterpart Twitter with key difference being that it is used almost exclusively by Chinese language speakers.
1, 368 million users, 82% of them are young people born after 1980
2, 80% of Weibo users have high school degrees or higher
3, The total income of Weibo users is 1.6 trillion RMB, which equals the GDP of Italy in 2011
4, Weibo users purchase 54% of the goods and services in China
5, 55.1% of them are SINGLE, which means great consumption potentiality in the foreseeable future
Short term: the aim of Weibo marketing is to improve PR, impressions and promotion. The key performance indicators are:
PR: the number of retweets.
Impressions: the number of visits, clicks and video view (if there is any)
Promotions: the sale of products and customer coverage
Long term: the aim of Weibo marketing is brand building. Through accumulating and nurturing the followers, a brand is able to raise the profile and create the word of mouth.(Source) The performance of brand building on Weibo can be measured by several data related to followers:
The number of followers.
The quality of followers, including percentage of active followers (as compared to zombie fan), percentage of KOL followers, average comments number, and average retweet number.