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Media and PR

How DiscoverLA Built Its Chinese Social Following from 1 Person to 1.5 Million

Samantha Shankman

Photo Credit: DiscoverLA's Chinese site was designed in China with the aim to speed load times and optimize the design for Chinese consumers.  DiscoverLA

Skift Take

Building a dedicated following on social media takes more than brute force. It takes nuanced decisions on how to best appeal to the target recipient. This task can takes time in China, but the result can deliver dividends in increased brand awareness and tourism potential.

A year and half after kickstarting its presence on China's largest social media platform, Discover Los Angeles has surpassed 1.5 million followers on Sina Weibo. It's now starting to ramp up its efforts on WeChat, starting with one post a week and looking to increase frequency over the coming month. China is the biggest driver of overseas travel to Los Angeles and critical in boosting visitor volume to a record 42.2 million high in 2013. As a result of the market's rapid growth, the city's tourism organization, the Los Angeles Tourism & Convention Board, has opened two offices in China and invested time a

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