SubscribeTracking the Buzz on Cancer in China’s Social Media
According to the latest report on development of Chinese Internet by CNNIC, 36.9% of 137 million internet users often use BBS services, and 25.3% often use blog service. To track the buzz and word of mouth among China’s social media is becoming important to enterprises and PR agencies. The Shanghai-based CIC Data, an Internet Word of Mouth research and consulting firm in China, is partnering with Edelman to track the discussion on healthcare in China.
They released its first white paper of “Word of Health” with the focus on cancer discussion yesterday, based on about 1.5 million messages collected by CIC on 13 Chinese websites and 430 health-related BBS forums.
They think there is an incredible thirst for accurate, objective, and trustworthy information on healthcare, which provides a significant opportunity for healthcare / pharmaceutical companies to leverage IWOM in their strategic communications campaigns. The report also offers several actionable suggestions to companies, such as:
- Systematically track top blogs and BBS forums to listen to and learn about key issues of interest surrounding disease areas relevant to the company or its brand / products.
- Identify e-fluencers on blogs and BBS forums and seek to establish a transparent
relationship with them. - Encourage brand physicians and doctors to blog or host BBS forums about disease, drugs, and treatment.
- Don’t spam, don’t post obviously biased messages, or pay for the coverage.
Go to download this report (PDF format) to understand more about word of mouth on healthcare in China’s social medial.
Bonus: An interview with Sam Flemming, CEO of CIC Data, and here is the blog of CIC Data.
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