The majority of Chinese netizens have at least 2 profiles in different microblogging platforms. Since launching the first microblog site in 2007, Fanfou with 0.3 million users, the number of users has gron to 250 million by the end of 2011. Recent evidence of this is the unexpectant rise of microblogging activity. In times when social media influence is flourishing, new technologies and ideas can be embraced and adopted with astonishing speed, instigating significant and often unpredictable consequences.

Digital media in China is filled with various kinds of вЂњfishвЂќ such as search engine giant Baidu, social networking sites (RenRen, Qzone), instant messaging (MSN, QQ), online trade sites (, ), video sharing (Youku), etc. These traits make the Chinese netizen highly desirable for Brands who want to connect and build two-way communications with their consumers, since it gives an ability to communicate directly with the target group, which was unimaginable just a few years ago. Chinese Internet users are active and goal directed. Rce and online activities, reaching customers through digital means has become an essential part of marketing plans globally.

Due to the growing importance of e-comme. Social media has become an effective medium for influencing our ideas and views and has drastically changed the rules of an effective Brand Marketing campaign. Transcribed China's Microblogging IcebergДЎ0000RMB Master's BбєЎchelor degree 8001-10000 RMB 57% 10-8000 RMB INCOME 1-10 minute 3001-5000 RMB 1-2 hours 1000 - 3000 RMB 31-60 minute No Income TIME 11-30 minute >3 hours Microblog market share * latest figures as of Jan 2012 BRAND TRADITIONAL BRAND %99 BRAND.

Internet iceberg infographic