3.21 | [Online Training] Understand the Operation Rules of China Major Social Media Apps and Learn to Use Them on Business

Course Introduction 

The Chinese media landscape is evolving rapidly, with social media apps and short videos dominating communication. B2B companies, in particular, are exploring these platforms to maintain customer relationships and attract new ones. 

However, competition for "traffic" – the limited time and attention of users – is fierce. Platforms rely on algorithm-based recommendations to push content, making it essential for companies to understand the unique algorithms of each platform. By mastering these algorithms, businesses can optimize their content, increase traffic, and improve communication efficiency. 

This course is designed to help foreign enterprise managers navigate the Chinese social media ecosystem and make informed business decisions.

Course Outline：

Section 1: FAQ from Foreign Managers

• Are China’s social media user metrics reliable?
• Are major apps monopolistic? How do they monetize?
• How do accounts, live-streamers, and companies earn revenue?
• Is live-stream shopping truly popular? Can it boost brand sales?
• Do B2B firms need social media? Risks of inactivity?
• Should I worry about competitors’ high social media metrics?
• Does "one content for all apps" work? Is paid traffic essential?
• How to measure ROI on traffic costs?
• Can companies succeed with in-house live-streaming?

Section 2: Chinese Media Landscape

• News media require government licenses; self-media lacks editorial authority.
• Strict regulations govern traditional media vs. looser rules for social platforms.
• Corporate accounts are classified as self-media, regulated by the Cyberspace Administration. 

Section 3: Social Media's Business Value

• News media: Brand/information dissemination.
• KOLs: Amplify reach and engagement.
• Corporate accounts: Stakeholder communication, employer branding, local customer acquisition.
• Live-streaming: Direct sales and promotions.

Section 4: WeChat Officials Accounts 

• Core tool for corporate branding.
• Algorithm logic, operational strategies, and data analytics for performance review.

Section 5: WeChat Video Channel 

• Core tool for corporate branding.
• Algorithm logic, operational strategies, and data analytics for performance review.

Section 6: Douyin (Tiktok China)

• China’s largest ad-driven platform.
• Critical factors: Algorithm mastery, ROI calculations, and brand-content alignment.

Section 7: Xiaohongshu (Red Note)

• China’s largest ad-driven platform.
• Critical factors: Algorithm mastery, ROI calculations, and brand-content alignment.

Section 8: Reputation Risks on Social Media 

• Key risks: Viral negative content, mismanaged posts, comment section backlash, privacy leaks, "negative keyword" trends.
• Mitigation strategies for prevention and crisis management.

Trainer 讲师

Mrs. Ulan Tuya 乌兰图雅

Founder & General Manager of Ulan Public Relations Consultancy PTE.LTD.

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