Chinese Companies Scale the Great Firewall to Build Brands on Facebook, Twitter
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Air China’s Facebook page is pretty standard stuff. Photos of attractive flight attendants. Snapshots of airplanes against the sunset. And pandas, of course. But considering the social-media site is blocked by China’s government, it may come as a surprise that the state-owned airline has a Facebook page at all.
As Chinese companies reach out to consumers abroad, more are trying their hand at Facebook and Twitter, both blocked by the Great Firewall. The ban is intended to keep the masses off foreign social networks it can’t control, but it’s clear skies for businesses using Facebook.
When Facebook Chief Operating Officer Sheryl Sandberg visited China last month, she posed for a photo with the head of the government’s State Council Information Office. Their meeting reflected a practical reality: Chinese companies want to use Facebook to build their brands abroad, and Facebook wants their ad revenue.
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