The document provides an overview of the rise of microblogging in China, particularly the popular platform Sina Weibo. It summarizes key statistics on Sina Weibo's growth including reaching over 100 million users and 25 million tweets per day. It also outlines 18 tips for companies on how to effectively manage their brand accounts on microblogging platforms such as engaging fans, spreading relevant industry information, using hashtags and multimedia, and developing an editorial calendar for posts.

1. ARE YOU READY TO MICROBLOG?
Microblog = 140 characters + photos + videos + music +
voting + linking + retweeting + commenting + #topics# +
direct messaging + emoticons + @friends
MICROBLOGGING IN CHINA
4th APR Jiwai www.jiwai.de IN SINA WEIBO (t.sina.com.cn & weibo.com)
2007 12th MAY Fanfou www. fanfou.com
9th JUL Zuosha www.zuosa.com = 100,000,000
users
8th FEB Digu digu.com
2009 22nd MAY 9911 www.9911.com
= 25,000,000
tweets/day
6th AUG Follow5 www.follow5.com
16th AUG 139 www.139.com
28th AUG Sina Weibo t.sina.com.cn
14th DEC Sohu Weibo t.sohu.com
22nd DEC People Weibo t.people.com.cn
20th JAN Netease Weibo t.163.com TOTAL USERS
2010 1st APRIL Tencent Weibo t.qq.com MEN 57% 43% WOMEN
16th SEP Baidu Weibo t.baidu.com ACTIVE USERS
MEN 35% 65% WOMEN
2011 28th MAR Douban Talk shuo.douban.com
Source: SINA microblog white paper
18 TIPS ON MANAGING YOUR BRAND ACCOUNT
1. Be time sensitive; generally speaking, users are most active 10. Be content clever; add attractive multi-media content
10 - 12 AM and 10 - 12 PM; least active from 3 - 7AM. where appropriate.
2. Be the first on the scene; you should be breaking the news 11. Be brand aware; use the search function to find key words
about your own brand. and topics related to your brand, then engage on them.
3. Want to engage your fans? Tweet with question marks and 12. Social media synchronicity; aggregate your brand’s activity
start a conversation. on various platforms via your microblog.
4. Avoid spamming; keep your tweets relevant to products and 13. Tweet others as you’d like to be tweeted; be respectful and
services, posting in a timely manner. PR aware, avoid being overly biased or personal .
5. Go beyond the brand; share exciting industry information to 14. The tweet tone; use a voice appropriate to the brand and
attract new fans and increase loyalty. be professional; avoiding online arguments.
6. KISS (Keep It Short and Sweet); tweets that are easy to 15. Involve and include; organize promotional events that
understand are easier to engage with. educate fans about your brand’s culture.
7. Don’t just retweet; add comments to retweets to take the 16. Make yourself attractive; design a template for your
conversation a step further. microblog, from background wallpaper to product profiles.
8. Create topics in tweets; use #hashtag# to initiate a running 17. Name drop; use the @ function to mention and invite key
microblog program, helpful in managing SEO. opinion leaders and efluencers to join the conversation.
9. Comment on the top trends; link related events to your brand 18. Tweet savvy and with purpose; create an editorial calendar
and position yourself at the centre of discussion. for microblog activity and wherever necessary, employ
copyright protection water marks.
SOURCES:
SOURCES: ABOUT CIC:
ABOUT CIC: leading social business intelligence provider enabling
China’s
CIC IWOM Watch Microblog Special Edition CIC is China's leading social business intelligence provider. CIC
China’s leading social business intelligence provider .of social media across the
businesses to fully leverage the power
CNNIC China Internet Development Statistics Report 27th Issue
Information collected from Zhihu.com Special Edition
CIC IWOM Watch Microblog enables businesses toto fully leverage the power of social media
Enabling businesses fully leverage the power of social media and
organization.
CIC 3rd-Party China e-Fluencer Social Research
(www.slideshare.net/CIC_China)
SINA microblog white paper published on 9 Sep 2010
CIC i-Center Research Internet the organization.
across Word of Mouth (IWOM) intelligence across the organization.
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