:: public relations, marketing, and advertising blogs form a closely-linked community online in China. See below for a few noteworthy examples. The first four items are well-known in their respective fields and show up in each other’s blogrolls with heavy interlinking. The fifth item is a ringer that serves to show how traditional PR in China is taking advantage of blogs and online communities.
Flyu (飞扬新锐) says it “focuses on social media marketing and community word of mouth.” It’s a blog written by Yang Lei, former marketing director for the Yupoo photo site and founder of a number of online ventures including Weyii.com. Topics covered on Flyu include branding, social networking site (SNS)-related marketing, and Internet word of mouth (IWOM). Recent posts have followed the repositioning of Weyii.com from a cosmetics rating portal to a vertical SNS for women.
2. New Marketing Observer
Written by Sun Zhifeng (孙志峰), this blog on digital marketing in the context of the Internet and SNS communities shows up on a lot of blogrolls. The author, a marketing professional in Shanghai, presents case studies of online marketing efforts and analyzes their performance, such as Starbucks’ experiment with SNS and Mengniu’s search engine optimization / marketing efforts.
3. General Web2.0 topics
IT Focus is kept by Liu Huafang (柳华芳), a well-known IT columnist. Liu analyzes a wide variety of Web2.0-related topics including marketing and serves up IT job placements on another section of his site. The Moonlight Blog is kept by William Long. Its articles, which cover topics ranging from hosting issues and software, are widely-cited by other tech blogs. The author closely follows developments in the search industry and also reports on new trends in Web2.0 technologies. A large proportion of the posts on both of these blogs is directly applicable to digital marketing and IWOM-related topics.
4. Corporate Sites
CIC, an Internet word-of-mouth research and consulting firm, keeps a Chinese-language blog which comments on memes, developments in Internet word-of-mouth marketing, and other online trends relevant to the communications industries. From time to time it also publishes research results (in English). The blog is closely followed by people in the Web2.0 / digital marketing business and is on the blogroll of a lot of other IWOM bloggers. China Focus Interactive is a company engaged in Web2.0-oriented marketing and has a blog, Sonia’s Buzz, that discusses IWOM and Web2.0-related topics.
5. Aggregators and portals
China PR Blog is an aggregator of blogs written about the PR industry and by PR industry professionals. It’s run under the authorization of the China International Public Relations Association, which also publishes the industry trade, PR Magazine. 17 PR, founded in 2004, is China’s earliest PR portal. It aggregates news, educational materials, expert articles, and other information as part of a Web1.0-style website (yuck!), and it also features blogging and forums as web2.0-style tools (yay!) for information exchange. It’s currently home to the widely-read PR blogger Gao Peng. iResearch.cn has a Web2.0 section that features in-house columnists as well as other news and analysis concerning blogs, SNS, online communities, and e-magazines.