Weibo CEO urges executives to focus on trust over marketing in digital branding
Weibo CEO Wang Gaofei warned executives against common communication pitfalls, noting that personal branding should function as a long-term asset rather than a traffic-seeking tool.
Speaking at the Internet Entrepreneur Forum in Wuzhen, Weibo CEO Wang Gaofei emphasized that corporate leaders serve as essential subjects for corporate branding. He argued that executives should prioritize sharing product philosophy and expertise to build long-term trust, rather than focusing solely on gaining personal media attention.
Wang outlined three common pitfalls in executive public communication: relying on propaganda without dialogue, presenting logic without empathy, and making claims without taking action. He noted that today’s users demand authentic interactions and respect, requiring leaders to be responsive to feedback rather than just broadcasting corporate messaging.
In tandem with these observations, Wang detailed Weibo’s ongoing efforts to regulate the online business environment. The platform has intensified efforts to protect enterprise rights, resulting in the removal of over 110,000 instances of non-compliant content and the suspension of 1,200 accounts this year. These actions focus on curbing malicious marketing, defamation, and the spread of false information regarding business leaders.