考虑到中国人对全球奢侈品牌和本土社交媒体的热爱，后者会利用前者展开营销，也就不足为奇。而令人惊讶之处在于谁做得最好。
研究电子广告业务的行业组织L2智库(L2 Thinktank)对100家国际品牌的"社交网络参与度"进行了仔细分析，并制定了相应的排名。结果奥迪(Audi)排名第一，紧随其后的依次为巴宝莉(Burberry)、宝马(BMW)和沃尔沃(Volvo)。事实上，前十名中有7个汽车品牌。
去年领先优势非常明显的化妆品品牌，今年的排名开始下滑。
奥迪的明智举措之一，是利用尽可能多的社交媒体途径――在6家不同的社交媒体网站上，都能找到该品牌的身影。
上周发布的另一份研究报告，解释了为什么这样做十分重要：社会化分享按钮提供商加网(Jiathis)收集的过去6个月数据显示，中国的社会化媒体和社交网站中没有明显的领军者。
被普遍视为中国领先微博的新浪微博(Sina Weibo)，用户活跃度水平已停滞不前。而其主要竞争对手腾讯微博(Tencent Weibo)似乎正逐渐赶上。以"分享"量与点击率衡量，腾讯旗下的社交网站QQ空间(Qzone)发展势头也很迅猛。人人网和开心网――类似Facebook的两家中国网站――在用户活跃度方面不分伯仲，但均远远落后于微博。
正是这个充满活力、但又混乱无序的市场，对一些全球品牌提出了挑战。L2的调查显示，一些品牌之所以在中国社交网络参与度中的排名会出现下滑，就是因为它们在电子世界中的服务未能与时俱进。
L2突出强调的另一个问题是与搜索引擎的合作。尽管谷歌(Google)无疑是全球大多数互联网市场的首选搜索网站，但在中国占据了80%市场份额的百度(Baidu)却不容忽视。L2的研究显示，许多在谷歌的搜索结果中排名占优的国际品牌，在百度上的表现乏善可陈。
因此结论是：在中国，要做到无处不在。
译者/管婧
http://www.ftchinese.com/story/001040746
Given China's love affairs with global luxury brands and homegrown social media, it's no surprise that the former should use the latter. The surprise is who does it best.
L2 Thinktank, an industry group which researches digital advertising, has taken a closer look at the 'social engagement' of 100 international brands and ranked them accordingly. The winner is Audi, followed by Burberry, BMW and Volvo. In fact seven of the top ten are carmakers.
Cosmetics brands, which featured prominently at the top last year, have started sliding down the ranks.
One of the things Audi does right is using as many social media outlets as possible � it maintains a presence on six different social media sites.
Another piece of research published this week shows why that is so important: China has no clear leader in social media and social networking, according to data collected over the past six months by Jiathis, a social sharing button provider.
Sina Weibo, widely viewed as the country's leading microblog, has seen user activity levels stall while Tencent Weibo, its main challenger, appears to be catching up. Qzone, a social network run by Tencent, is also thriving � measured by both 'sharing' applications and clickrates. Renren and Kaixin, China's two Facebook equivalents, are neck and neck in user activity, but far behind the microblogs.
It is this vibrant but chaotic marketplace which seems to prove challenging to some global brands. The main mistake which caused some to slide in the China social engagement ranking was a lack of updates to their digital presence, according to the L2 survey.
Another problem highlighted by L2 is working with search engines. While there is no question that Google is the site of choice in most markets around the world, Baidu, with a more than 80 per cent market share in China, cannot be neglected here. The L2 study shows that many international brand which have positioned themselves very well in Google's search results fare poorly on Baidu.
The conclusion: be everywhere.
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