International milk-powder companies are poring over Chinese social media sites in a bid to stay abreast of public sentiment regarding a pricing investigation and food-safety scare. Weibo and other online forums are increasingly seen as key to protecting the milk brands' reputation in the $14.5 billion Chinese market. "We work with a number of clients in this sector, and we've been busy, very busy, over the last couple of weeks," an unidentified China-based social media analytics executive said.

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