Understanding social media in China

The McKinsey Quarterly

The world’s largest social-media market is vastly different from its counterpart in the West. Yet the ingredients of a winning strategy are familiar.

APRIL 2012 • Cindy Chiu, Chris Ip, and Ari Silverman
Source: Marketing & Sales Practice

social media in China article, social media more important in China than anywhere else, Marketing & Sales

No Facebook. No Twitter. No YouTube. Listing the companies that don’t have access to China’s exploding social-media space underscores just how different it is from those of many Western markets. Understanding that space is vitally important for anyone trying to engage Chinese consumers: social media is a larger phenomenon in the world’sa second-biggest economy than it is in other countries, including the United States. And it’s not indecipherable. Chinese consumers follow the same decision-making journey as their peers in other countries, and the basic rules for engaging with them effectively are reassuringly familiar.


--