Baidu refer about one third of the search traffic to its own web properties, among which a top one is Baidu Zhidao, a Q&A style site with social features.
Baidu Zhidao is a good channel for driving brand awareness and influence, if meticulously planned and executed. Baidu’s verification program, similar to Weibo’s verified individual with a “V” icon tagged on the user profile, is a good idea for Baidu encouraging more high quality content and higher interactions between “experts” and the users as the verification process requires real name authentications and constant active engagement.
On the other hand, to individuals and brands, it’s a good opportunity to build thought leadership and influential brands with a verified profile which will be authentic and trustworthy.
How to Get Verified as A Baidu Zhidao Expert
The requirement for Baidu verified expert is quite straightforward; as long as you are either a university student good at your specialty or a working professional with more than one year experience, you can apply.
The bad news is, the application requires photocopy of Chinese identity card; so for those who don’t have, you can’t apply to get verified at the moment.
Baidu Zhidao experts will be ranked by industry category based on your online time and then the total number of questions you answer. Higher ranking will get you more exposure on Baidu Zhidao.
In addition, once verified, experts need to login enough online hours and answer fifty questions within one month to reach “Level 1”; failing to reach Level 1 for consecutive three months, verification will be revoked. There are three levels; higher level experts have more privileges.
Should companies get one staff to do this?
Baidu Zhidao also has enterprise account, which you should be aware of. You should develop a tactical plan for Baidu Zhidao Experts and Enterprise based on your social media strategy or overall digital strategy for China.
There is no short answer to the question that you should or should not use Baidu Zhidao expert program. An enterprise account is more authoritative while an expert account is more personal and easier for building connections with fans and experts which directly or indirectly could help your business grow.