*Please note that this training will be conducted in English*

【Course Description】

Traditional corporate communication faces challenges. Many companies, especially B2B companies, have tried to use social media, hoping to maintain contact with customers. They also hope to acquire new customers like other companies that are proficient in using social media traffic and short videos.

Those major social media apps compete fiercely. The limited number of users and their usage time have become the most precious assets, known as "traffic". Platforms rely heavily on "algorithm - based recommendation technology", which judges the preferences of the audience to push more content.

Companies need to have a deeper understanding of the different algorithm logics of various platforms if they want to obtain more traffic on social media. Mastering algorithmic skills can effectively increase traffic and improve communication efficiency. Even if the same amount of money is spent on purchasing traffic, content that better understands the algorithm will obtain more data than ordinary content.

This course is dedicated to helping PR professionals at multinational companies navigate mainstream social media apps in China and learn how to support their businesses.

【Course Outline】

Section 1: FAQ from Foreign Managers

• The figures of Chinese social media look surprisingly high, are they real?
• Are social media apps monopolistic?
• How do social media apps make money?
• How do accounts, live - streamers, and companies on the apps make money?
• Do people really often watch live-stream shopping?
• How do top live - streamers make money from promoting goods?
• Can live-stream shopping really help companies promote their brands and sales?
• Is it useful for PR image and branding via companies' social media accounts?
• Do B2B companies also need to engage in social media?
• What are the negative impacts if a company doesn't make social media account?
• If my competitors' social media account data is astonishingly high. Should I be worried?
• Does the "One content for all apps" strategy work?
• Does a company need to spend money on social media?
• How should a company calculate the ROI of traffic costs?
• Can a company succeed in live-stream shopping if it does it on its own?

Section 2: Current Situation of the Chinese Media Environment

• China's news media require official qualifications.
• The differences between news media and self-media.
• The different supervision and regulations for media and social media
• Company accounts are self-media, managed by the Cyberspace Administration of China.

Section 3: How Social Media Helps Business

• News media: Disseminate corporate brands and information.
• Self-media KOL: Expand communication effect and reach more people.
• Company official accounts: Disseminate brand information to stakeholders.
• Company HR accounts: Build the employer brand and release recruitment information.
• Company dealers accounts: Acquire local customers.
• Live stream sales & e-commerce: Direct sales.

Section 4: WeChat Official Accounts

• WeChat official accounts are the foundation for corporate brand communication.
• The algorithm logic of WeChat official accounts.
• The principles and purposes of companies in operating WeChat official accounts.
• How to review and analysis the data of WeChat official accounts.

Section 5: WeChat Video Channel

• A short-form video platform more suitable for companies branding strategy.
• The algorithm logic of WeChat Video Channel.
• How to leverage the algorithm to obtain more free traffic from WeChat.

Section 6: Douyin(Chinese version of TicTok)

• Douyin is the largest "advertising" company in China.
• It is essential to understand Douyin's algorithm-based recommendation logic.
• Critical decision-making point for doing business on Douyin: Calculate the money in and out.
• Whether Douyin's content characteristics match the brand's tone.

Section 7: Xiaohongshu(The Red Note)

• The unique UGC environment of Xiaohongshu.
• The advantages: User activity and search function.
• The algorithm logic and traffic-acquisition skills.
• How companies better use it?
• The difficulties for companies in operating Xiaohongshu accounts.
• The reputation risks

Section 8: Reputational Risks on Social Media

• Risks of rapid fermentation brought about by algorithm-based recommendations.
• Improper operation of companies' own content.
• Aggregation of negative comments in the comment section.
• Risks of reports.
• Risks of personal exposure.
• Risks of forming "negative traffic keywords".
• How to prevent and solve these problems.



【Arrangement】

• Date: Friday, March 21, 2025, 9:00—12:00am and 13:00—16:00pm
• Teaching Method: Online
• Teaching Language: English
• Contact Person：Lola Wei, lwei@amchamchina.org

Cancellation Policy

If you cannot attend a training you have registered for, please cancel your registration no later than five working days before the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs.