In Shanghai, excitement is growing for the upcoming World Expo 2010. At the same time, there are many discussions surrounding China’s thriving social media website. A recently released research study brought the two phenomenons together, outlining topics discussed on the Internet, including Expo tickets, sponsors, pavilions, and more.

By collecting and analyzing 128,854 Expo-related comments taken from 13,994 blogs, BBS, news and SNS sites in Chinese Internet space last December, the report shows how “the Expo Effect” works on public opinions as well as the commercial or non-commercial activities of brands. According to the report, the most popular platforms for Shanghai Expo discussions are BBS and blogs, accounting for 68% of the total buzz on the Internet. The most popular topics are about the tickets, for example, “what to buy” and “how to buy”. The findings indicate that Chinese netizens are very interested in the event and utilize these platforms to find out more information and discuss questions together.

Sponsors and Expo partners also benefit from the online Expo buzz through increased publicity. 2010 Expo Global Partners such as China Mobile, General Motors, Bank of Communications and State Grid account for almost 50% of the buzz among all sponsors. Sina is the most discussed brand surrounding the Expo due to its sizeable amount of Expo-related reporting and campaigns.

On the Internet, and social media sites in particular, information is shared and communicated rapidly. Chinese consumers can make or destroy a brand by spreading comments online. For any brand, it is important to first understand how their consumers are using social media through market research. Based on their branding objectives, companies may choose to utilize social media platforms to generate buzz or to communicate about their brands. As we can see from the example of Shanghai Expo, social media platforms represent a great opportunity for brands in China.