#NEWS:#TWITTER Chinese officials reach out with micro blogs

BEIJING, Dec. 10 (Xinhuanet) -- Not only has micro-blogging become the trendiest social networking model for Chinese netizens, it has also been increasingly utilized by government officials as a means of communication with the public.

More and more Chinese authorities are resorting to Twitter-like micro blogs to communicate and hopefully win the support of the public, building images contrary to the otherwise drab portrait of Chinese officials who tend to be restrained and stuck to scripted lines.

Recently, 21 courts in Shanghai opened online micro-blogging accounts at xinmin.cn, a local news portal. They have so far generated 1,900 fans and followers in two months since Oct 8.

The move, possibly the first of its kind nationwide, aims to facilitate communication between the courts and the public, said Shen Gang, coordinator at the Higher People's Court of Shanghai. Shen is responsible for operating and monitoring the courts' micro blogs.

"We intend to present and promote the image of Chinese courts to the public by using modern information technology," he said. "We could also have a better understanding of what the public really wants to know through posting messages and receiving feedbacks."

More than 1,300 pieces of information have so far been released through the courts' micro blogs, including announcements, pictures, video files as well as responses to inquiries and questions posed by Internet users, Shen said.

But netizens still want to see more flexibility in the courts' communication with the public.

One netizen, under the tag of Wuyuzegang, said there is a lack of efficiency in the release of information from the courts. The netizen said they should invite public participation in discussing corruption cases and other issues.

Shen said that they did have problems in ensuring the efficient release of information when the micro blog began but are now gradually adapting to the needs of the public.

"There are huge differences between the traditional means of information release of Chinese officialdom and micro-blogging, which allows a maximum of 140 words in a single message and therefore demands far greater efficiency and conciseness ... It has offered us a great opportunity to learn how to deliver messages in the most efficient way," he said.

"All of the micro blogs of the Shanghai courts are monitored by us, and our focus is to find out what are the main concerns of the public."

Micro-blogging, or weibo as it is called by Chinese netizens, was launched only a little more than a year ago in China but has already gained about 50 million users. It is growing at a rapid pace in China, the world's biggest Internet market by users.

Wu Hao, deputy director of the publicity department of the Yunnan provincial Party committee, first started the trend for government officials to use micro blogs.

Wu, who is known for his innovation in trying to change the traditional image of the government's publicity departments, set up his own micro blog to better communicate with the public. Sensitive social issues, including the topic of forced demolitions, are all included in his micro blog, which have led to heated discussions among netizens.

Wu said on his micro blog that he believes micro-blogging is like a social university where people could learn, share and think together.

"Micro-blogging has become a trend in recent years, which is a new form of communication between the public and the government, as well as a great channel to collect public thoughts," said Zhou Baohua, a professor in media research at Fudan University.

"We must appreciate the positive effects achieved by the government by building various channels to deliver information to the public, although there is still much room for improvement," he said.

"The government also needs to remember that micro-blogging is not the only platform that can be used to communicate with the public. The best way is to combine it with other platforms such as a government website," Zhou said.

Due to its popularity with the great majority of Chinese netizens, micro-blogging has also been instrumental in helping with police crackdowns in criminal cases. A major case was solved with the help of forwarding and exchanging messages through micro-blogging last month in Xiamen, Fujian province.

Xiamen police released information of a murder case including details of the victim's pictures and asked for netizens' help to provide clues. It received more than 3,000 feedback messages and was forwarded 10,000 times. The case was solved six days later with clues from the public.

According to online records, dozens of local police had opened their official micro blogs in 2010, including in Beijing, and in provinces such as Shandong, Jiangsu and Fujian.

"In general, it is the fastest and most cost-effective way to bridge information between the government and the public," Zhou said. "I believe it will become one of the most commonly used methods in the future."

(Source: China Daily)

7 things Sina Microblog (Weibo) has that Twitter doesn’t

Sina Microblog – better known in China as Weibo (pronounced ‘way-bore’) – is establishing itself as the leading Chinese microblog platform. According to Sina’s CEO, Weibo had more than 5 million users in early March 2010.

While Weibo is essentially the same concept as Twitter, there are a few differences:

1) Blog-like comments. Unlike Twitter’s ‘replies’, Weibo’s comments do not appear independently in the feed; instead, they are listed under the entry, more like a traditional blog. All discussion around a single Weibo entry, therefore, can be seen easily in one place.

2) Focus on verified accounts. Although Twitter now has now brought them in, verified accounts are a much bigger deal in Weibo; they are given out far more readily, to all kinds of celebrities and brands, and a pretty “v” appears by every verified user’s Weibo entry. With 1,259,038 fans, Yao Chen, a young actress, is the most popular ‘Weiborer’:

3) The backing of a Chinese giant. Sina is better known in China for its blogging platform, which is one of the most widely read in the world. This not only connects Weibo to a huge user base and content source, years of self-censoring experience have earned Weibo acceptance from the government. For these reasons and more, Weibo is in a very strong position in China.

4) Embedded picture & video attachments. By clicking on thumbnails that can be easily added to any Weibo entry, pictures or video can be viewed without leaving the page. This is this handy for the user and provides opportunities for marketing, as brands can more easily associate visuals with entries. The following screenshots show an embedded video before it is clicked:

And after it has been clicked:

5) Stringent self-censorship. Unlike Twitter, users risk having entries deleted by Weibo, without explanation, if they contain anything deemed politically sensitive.

6) A comprehensive portal page. Weibo’s portal page features far more than Twitter’s, with extensive lists including rankings for individual entry, topic, and user popularity.

7) An ‘eager’ automatic URL shortener. Enter any ‘http://…’ address — regardless of length — and it will be shortened to something like http://sinaurl.cn/kljlkj. While often handy, this will frustrate anyone that needs to make it clear to users exactly what link they’re following.

For more detail, read an article by Sinobytes; for context, read a ‘Chinese Microblog Roundup’ by East-West-Connect; and for more Webb in China stuff on Weibo, click here.

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