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Volume 7 No. 105
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Serbian Tennis Player Novak Djokovic Strengthens Presence In China

Serbian tennis player Novak Djokovic has relaunched his brand on leading Chinese social media network Weibo. His presence is aided by Shanghai-based social media agency Mailman Group. Since key social media channels like Facebook and Twitter are blocked in China, fans have turned to Chinese social media platforms like Sina Weibo to express their support for their favorite athletes. Mailman’s proprietary technology, KAWO, gives brands digital access to China’s 618 million Internet users by repurposing and automating existing social media content onto Chinese channels (Mailman Group).