In a very interesting development, Liverpool FC have announced that they are launching a social media campaign to engage with their Chinese fans. According to a report on the Football Marketing web site, the Club have launched the campaign on Weibo to coincide with its Asian tour which started on 13 July in Guangdong. Weibo is a Chinese microblogging site – a hybrid of Twitter and Facebook. It is one of the most popular sites in China used by 90% of the market. Launched by SINA Corporation in August 2009, it now has more than 140 million users. Taken from http://en.wikipedia.org/wiki/Sina_Weibo
Mailman Group, the social media agency responsible for launching the campaign states that the new Weibo fan page will encourage social interaction with Chinese supporters of the Club, providing local language updates and rich-media football content.
Ian Ayre, Liverpool’s Managing Director, states that platforms such as Weibo are a key part of the Club’s strategy to reach out to its fans in China.
As usual, comments and feedback are very welcome. Is this the start of a trend that other major Clubs will follow?