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Sina's Q4 Review: Ambivalence all Around
25
Feb
Feb
Sina Corp came out on top of expectation when it posted net Q4 profits of $2.4 million. This is however, a much lower number compared to the postings a year ago.
Sina not what it used to be
The company is in dire straits as it is also hit by a small scandal about a large number of its Weibo users turning out to be fake accounts. Indeed, its alleged 503 million users are in fact closer to 50 million active users, perhaps less. This is a far cry from its claim to half the population of China.
Sina Corp share price for the 4th quarter now stands at $56.50 - a 13.4% drop from the start of this quarter. None of this is very impressive for what is supposedly the largest online portal in China.
Sina Weibo vs. WeChat
It has not been a good few months for Sina Weibo, who went from being the hottest ticket in town to becoming a little lukewarm.
One of its main worries is the rising popularity of Tencent's earth shatteringly magnificent app: WeChat (I am not paid by Tencent to sing its praise, I just really really like it).
Because internet trends are so loosely structured, WeChat is now picking up on hours formerly spent using Weibo. It's true that these companies offer very different services but because it all comes down to entertainment and communication, these two can still come into direct competition.
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The other thorn in Sina Group's foot is that of online advertisement. A few weeks back, the company started including sponsored posts within its Weibo timeline. This venture received mixed emotions from reviewers, but it turns out that it didn't really help Sina push up the monetization rates of its company. This is still one of the biggest struggles of the group: actually making money!
The future struggles
Some may claim that Sina has passed peak popularity and that it will be a downward spiral from here on out. Although there is truth to back up this claim, it could also be a little hasty to advance this mega company has nothing more to offer.
It needs to sort out this story about fake Weibo account and find a way to attract new, active users to its microblogging empire. It also needs to seriously find a way to make to cash, FAST. Online advertising will most likely be the best way to do that but they need to change from what they are doing now. It will be sink or swim from here on out.
Sina Weibo Placing Advertisement in Timeline
18
Jan
Jan
Another one bites the dust.
In the same way that Youtube and Facebook had to succumb to advertisement to pay for their devilish services; Sina Weibo now has introduced "sponsored stories" into the timeline of their users.
Obviously, one cannot get too catty about this inevitable turn to the advertisers. I suppose if I am not going to pay for the service, someone has to.
Sponsored posts for all
These "sponsored posts" which sound like they think we're idiots who don't know they are trying to sell us something, are open to anyone and not limited to businesses. I might start sponsoring myself if that's the case.
Sina's CEO, Charles Chao announced that there was going to be major restructuring of management at the end of 2012. The main point to keep is that the former head of mobile is moving over to become head of the Weibo branch of Sina. This is all in line with earlier news that Sina as a whole will be focusing much more energy on everything mobile. Because, let's face it, that's where the money is.
New Marketing tactics for Sina Weibo
When Sina Weibo resolved to not use third-party agencies anymore for their marketing, a large drop in revenue was obviously felt. It has been trying to build it's own revenues sources by implementing these sponsored posts.
Marketing services such as the successful Weiboyi started as micro-blogging sites when it became popular in 2009 but then moved to online marketing when they realised it could be more successful. This company now has 100 employees and have worked for large companies such as 360buy.
Uncertain future
Sponsored posts seem to be the newest form of advertising on the block as companies struggle to keep their product as accessible and hassle-free as possible while keeping the whole enterprise afloat.
None the less, these sponsored stories are a rather devilish way of incorporating adverts into what we see as our personal space on the internet.
Sina Weibo Launched New Reward Points System
14
Jun
Jun
Sina Weibo - one of the largest micro-blogging platforms in China - recently launched a new point permit system to encourage users to post, publish and share information in a more responsible way.
What's a Weibo's Responsible User?
Under its new policy guideline, each user will start with 80 points (out of a maximum of 100) and can earn more points by participating in community-based activities such as games and discussions; they can also lose points for various breaches of conduct. If a user loses all of their points, their account will be suspended. Users will be eligible to have their account re-instated after a two-month period of "good behaviour".
In order to moderate the micro-blogging platform and ensure that users respect the new contract agreement, a new group called the "Community Committee" has been created. It consists of both regular Weibo users and expert members. Here is the relevant section of the contract agreement:
Article 13) Users have the right to publish information, but may not publish any information that:
1. Opposes the basic principles established by the constitution
2. Harms the unity, sovereignty, or territorial integrity of the nation
3. Reveals national secrets, endangers national security, or threatens the the honor or interests of the nation
4. Incites ethnic hatred or ethnic discrimination, undermines ethnic unity, or harms ethnic traditions and customs
5. Promotes evil teachings and superstitions
6. Spreads rumors, disrupts social order and destroys societal stability
7. Promotes illicit activity, gambling, violence or calls for the committing of crimes
8. Calls for disruption of social order through illegal gatherings, formation of organizations, protests, demonstrations, mass gatherings and assemblies
9. Has other content which is forbidden by laws, administrative regulations and national regulationsArticle 14) Users may not publish untrue information. For information about what untrue information is, please see “Sina Weibo Community Management Regulations (Trial Phase).”
In addition, Sina Weibo has also added a new verification system which requires each user to register an account using their real name.
