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Burson-Marsteller launch new social media services and Weibo strategy guidebook

29 February, 2012

China’s ‘Wei-people’ and ‘Wei-influencers’

New social media guidebook lays out actionable steps for managing corporate reputation online in China

BEIJING — Who are China’s ‘Wei-people’ and ‘Wei-influencers’? Burson-Marsteller today announced the expansion of its fully-integrated social media and digital content marketing services in China. The leading global PR and communications consultancy firm, with five offices in Mainland China, also released a new social media strategy guidebook: “Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Digital Communications in China.”

Burson-Marsteller’s China social media strategy guidebook outlines an actionable framework towards online reputation management, crisis preparedness and brand communications on weibo – China’s home-grown Twitter-like microblogging services - from developing a social media strategy to measuring results. Developed by D/BM, the firm’s integrated digital marketing-communications and social media practice in China, the weibo guidebook shares Burson-Marsteller China’s perspectives on how to plan stronger digital communications, track issues and listen to communities in real-time and mobilize corporate and brand reputation campaigns.

“With over 500 million Chinese online, many using mobile devices, social media’s potential for corporate and brand reputation management and marketing is limitless. But an integrated and strategic approach to digital communications is critical”, said Zaheer Nooruddin, Burson-Marsteller China’s lead digital strategist. “Companies operating in China recognize the opportunities of social media, but they face challenges. When developing digital content and building communities, the lack of a cohesive strategy leads to unclear outcomes and low return on investment. Tactical approaches to social media affect a company’s reputation, marketing and sales. Our latest social media strategy guide addresses the core challenges companies in China face connecting to ‘Wei-people’ and ‘Wei-influencers’.”

Burson-Marsteller’s expanded suite of integrated social media services delivers customized solutions around digital content, influencers, crisis and search. The firm’s powerful new line of social media products include digital content planning, development and distribution, digital influencer mapping and online crisis preparedness.

“Digital tools and social media communities arrive and evolve with tremendous speed and scale in China, with much of this activity taking place on weibo,” said Chris Deri, CEO and Market Leader, Burson-Marsteller China. “For both domestic and foreign companies operating in China today, any reputation management or stakeholder engagement effort should be built upon a complete understanding and appreciation of weibo. These platforms must be fully integrated into a firm’s communication strategies, programs and measurement activities.”

The firm’s new social media strategy guidebook, co-authored by Zaheer Nooruddin, head of D/BM, and Leon Zhang (张亮), Burson-Marsteller China’s Digital Strategy & Insights Lead, lays out seven actionable steps to improve corporate reputation, crisis preparedness and brand communications, using China’s weibo platforms.

Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Digital Communications in China.” is available for free download in both English and Mandarin on Slideshare.

Burson-Marsteller China
China website  
China digital blog  

About D/BM
D/BM is Burson-Marsteller China's integrated digital marketing-communications and social media expertise. D/BM listens to emerging issues and communities, plans results-driven strategy, and mobilizes corporate and consumer-driven content and programming to promote better reputation in the digital age. Visit  

About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and web-related strategies. The firm’s seamless worldwide network consists of 73 offices and 82 affiliate offices, together operating in 108 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network. To learn more about Burson-Marsteller visit

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