State firms sharpen social media skills

Major State-owned enterprises in China have made some new attempts in external communications, by posting information on diversified social media platforms and video-sharing applications.

So far, among China's top 500 companies, more than 400 companies have launched their official accounts on messenger app WeChat, and more than 200 have their official accounts on microblogging service Weibo.

Some have also opened accounts on video-sharing apps such as Douyin and Kuaishou, as they make more efforts in terms of new media communications, according to the State-owned Assets Supervision and Administration Commission of the State Council.

Sinopec, China's leading energy and chemical company, said since the outbreak of COVID-19 last year, it has actively communicated the company's latest news and information via social media platforms like Weibo and WeChat, in addition to posting videos and broadcasting through livestreaming sessions.

"The integrated development of traditional media and new media helps build a more efficient communication system, and helps maximize and optimize the publicity effect in the new era," said Lyu Dapeng, a Sinopec spokesperson.

China Telecom Corp Ltd, one of the three largest telecommunications companies in the country, said in the era of 5G technology, the company would further explore opportunities to build a better-integrated communication system and create new experiences for consumers.

"Early last year, construction, power and communications enterprises worked together to build emergency specialty hospitals in Wuhan," said Li Zhengmao, general manager of China Telecom.

"By then, millions of people were keeping an eye on the construction site by watching a livestreaming session. The online interest was largely a result of the media revolution supported by technological innovation," Li said.

Liu Yutong, counselor of the Information Department at the Ministry of Foreign Affairs, said: "Chinese enterprises should more actively tell their own stories, especially when they cooperate with foreign companies and expand businesses in the overseas market. In this case, more foreign consumers can learn about China in a more objective way."

Yu Guoming, a professor at the School of Journalism and Communication of Beijing Normal University, said social media platforms of different Chinese companies could play a vital role in communications, given the advantages and influence of the platforms.

In recent months, Tamdrin, whose name in Mandarin is Ding Zhen, a 20-year-old from the Garze Tibetan autonomous prefecture in Sichuan, has gone viral on the internet for his good looks. He was later appointed to promote tourism in Sichuan by posting short videos, and he has helped boost tourist flows to Garze in Sichuan.

Now, Tamdrin has been hired by Litang Culture Tourism and Sport Investment Development Co to promote tourism in the county. Du Dong, general manager of the company, said the company has realized the huge publicity power of the internet.

"With the internet, boundaries of geographies and languages are no longer there. Companies need to lower their barriers of communications and prepare for a surge of interest by internet users," Du said.

Jin Xuehua, communication director of China Iron and Steel Research Institute Group, was earlier assigned to temporarily serve as a deputy head of Shanyang county in Shaanxi province.

After he assumed office, he launched more than 140 livestreaming sessions and became an anchor himself to help promote the sales of local agricultural products.

Chinese video-sharing app Kuaishou said short videos and livestreaming sessions have increasingly become important for communications.

"Kuaishou will continue to make innovations in content and scenes, and explore more opportunities to help companies drive their business growth via short videos and livestreaming sessions. We would like to help State-owned enterprises explore new ways of communications," said Xu Jingyun, vice-president of Kuaishou.