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Cornelius Mueller Premium Member Group moderator
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Best of 2010: Chinese Microblogs
It may sound geeky, but the biggest thing to happen in China in 2010 was the rise, and rise, of the microblog.

Unlike a normal blog, microblogs such as Twitter create a community and network people together because their short messages are fired out in real time.

Chinese activists use Twitter, for example, as a sort of safety beacon - firing out messages to their followers, and journalists, when they are being harassed by the authorities.

But for the majority of Chinese, Twitter is blocked. They use one of the domestic clones such as Sina Weibo, Tencent or the recently resurrected Fanfou.

In the West, it’s fair to say that microblogging has not reached the mainstream, despite the media attention. In China, however, there were more than 125 million microbloggers by the end of October, according to Shanghai Jiaotong University.

By contrast, last year there were 8 million. Analysys International, the internet consultancy, believes there will be 240 million users by 2012. I reckon there could be far more.

Meng Bo, deputy chief editor of Sina said since the official launch of
Sina microblog on August 14, 2009, "it has seen a weekly increase of 50% on
users". Users are sharing news - with 11 of the top 50 China stories this year first breaking on microblogs.

The market thinks the microblogs will generate pots of revenue. Since Weibo started to take off around April, Sina’s stock price has more than doubled, adding around $3 billion to the value of the firm.

Plenty of marketers have started using the platform, and Charles Chao, the Sina chief executive, has promised to create better tools for marketers. He’s insisted the company will monetise Weibo. It is certainly cheaper to use Weibo. Advertising on the web, television or in print in China is already extortionate.

Television remains the preferred medium, since China’s new(ish) brands still need a visual impact to connect with buyers. Trying to build a new brand through a static print or web ad won’t cut it. But smart marketers should be able to create campaigns through Weibo’s 140-character messages. I suspect 2011 will be the year of the Weibo viral.

Source: http://www.chinaeconomicreview.com/today-in-china/2010_12_29...

Cornelius Mueller

http://www.sinolandquality.com
- 03 Jan 2011, 09:00 am
Cornelius Mueller wrote: > It may sound geeky, but the biggest thing to happen in China in 2010 > was the rise, and rise, of the microblog. > > Unlike a normal blog, microblogs such as Twitter create a community > and network people together because their short messages are fired > out in real time. > > Chinese activists use Twitter, for example, as a sort of safety > beacon - firing out messages to their followers, and journalists, > when they are being harassed by the authorities. > > But for the majority of Chinese, Twitter is blocked. They use one of > the domestic clones such as Sina Weibo, Tencent or the recently > resurrected Fanfou. > > In the West, it’s fair to say that microblogging has not reached the > mainstream, despite the media attention. In China, however, there > were more than 125 million microbloggers by the end of October, > according to Shanghai Jiaotong University. > > By contrast, last year there were 8 million. Analysys International, > the internet consultancy, believes there will be 240 million users by > 2012. I reckon there could be far more. > > Meng Bo, deputy chief editor of Sina said since the official launch of > Sina microblog on August 14, 2009, "it has seen a weekly increase of > 50% on > users". Users are sharing news - with 11 of the top 50 China stories > this year first breaking on microblogs. > > The market thinks the microblogs will generate pots of revenue. Since > Weibo started to take off around April, Sina’s stock price has more > than doubled, adding around $3 billion to the value of the firm. > > Plenty of marketers have started using the platform, and Charles > Chao, the Sina chief executive, has promised to create better tools > for marketers. He’s insisted the company will monetise Weibo. It is > certainly cheaper to use Weibo. Advertising on the web, television or > in print in China is already extortionate. > > Television remains the preferred medium, since China’s new(ish) > brands still need a visual impact to connect with buyers. Trying to > build a new brand through a static print or web ad won’t cut it. But > smart marketers should be able to create campaigns through Weibo’s > 140-character messages. I suspect 2011 will be the year of the Weibo > viral. > > Source: > http://www.chinaeconomicreview.com/today-in-china/2010_12_29/Best_of_2 > 010:_Chinese_Microblogs.html > > Cornelius Mueller > > > > www.sinolandquality.com
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China, Hongkong, Taiwan - The Greater China Desk

Best of 2010: Chinese Microblogs