SHANGHAI: Global milk powder firms are scrutinising Chinese social media reports up to four times a day to gauge consumer reaction to a high-profile pricing probe and food safety scare that threaten their squeaky-clean image in the $14.5 billion (9.31 billion pounds) China market.
The stepped-up monitoring of microblogging site Weibo and local online forums reflects the outsized role social media plays in China, where access to information is restricted. Chatter about food safety scares spreads lightning-fast on Twitter-like Weibo, so companies are learning to keep constant tabs on their online brand reputation.