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Cyberspace user’s guide for SMEs

E-commerceMarketingEducationIndustry 4.0

Finding spacecraft and maps for cyberspace is a challenge that SMEs can no longer defer.


Cyberspace is rapidly supplanting physical space as a business environment. Even successful small firms need to put a lot of effort into navigating this setting, which is not only new, but growing and changing with amazing speed.

As a social media platform for business professionals, LinkedIn has nearly one billion members in more than 200 countries and regions. Unlike other social media, LinkedIn offers customised functions specially for commercial needs.

This month, Digital Academy has invited Joyce Wu, LinkedIn Marketing Solutions Enterprise Account Director, to share SME-specific LinkedIn techniques, such as how to deploy this professional social-media platform to grasp market trends, expand their network and seek opportunities. HKTDC representatives will also give updates on EXHIBITION+, the integrated exhibition model launched during COVID-19 restrictions that brings benefits online and offline for HKTDC exhibitionsto help companies with networking and new business.

The seminar will be held physically at the HKTDC SME Centre, where participants can raise questions, exchange ideas with the speaker in-person, and take professional advice. The event has limited seats and is first come, first served. At the same time, the seminar will be broadcast live online.

Ms Wu will give details on how to build a professional enterprise image online and build a company page from the beginning. She will also discuss how to seek business opportunities on LinkedIn and detail top skills to increase brand exposure.

Register here for the 24 August event

Last month the HKTDC hosted another webinar, SME IG Rule Of Thumb | What Is Threads? New Content, Format & Functions.

The seminar asked whether paid social on Instagram are indeed useful? The more IG followers, the better? How about adding a chunk of hashtags, will that help? For SMEs with limited resources, it is a must to master the latest trends and algorithms of IG, and create contents in the latest format, or else losing out business opportunities.

In July’s Digital Academy webinar, Rem Chiu, Co-founder of digital marketing company MORE Digital, described the latest developments of Hong Kong social media and introduced the IG algorithm updates in 2023, marketing strategy and common errors, as well as the future trends.

Ms Chiu described the three main types of Instagram post – Feed, Stories and Reels – and their algorithms. According to Instagram’s official statements, the social media platform will distribute contents with reference to the length of staying time on posts and the number of profile hits, on top of the well-known Comment, Like and Share.

Based on these parameters, she recommended creating good content to add value for users, leading them to interact, click on your page and learn more. The next step was to draw user comments – by leaving your own first comment or explicitly seeking comment, likes, shares and saves of the post.

In addition, since staying time is an important parameter, using multiple images (a carousel post) could be very effective as users needed to spend more time to finish reading the posts. Even if the user left after viewing the first image of a particular carousel post, Instagram would still allocate the other images of the same post to that same user to draw his/her attention and viewership again.

For B2B social media management, Ms Chiu suggested building trust with your B2B customers by sharing digital marketing knowledge and updates with potential clients, as B2B customers spend more time on business decisions than B2C ones spend on personal sites.

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