The number of microblog users in China leapt over 200 percent to reach 195 million in the first half of this year, accounting for 40 percent of all Internet users in the country. These Twitter-like services - including those of Sina, Sohu and Tencent - have gained more popularity in China than Twitter itself has overseas.

The growing popularity of microblogging has not only facilitated gossip and networking, but also offers a powerful new marketing vehicle. At present, China's largest microblog operator, Sina, claims to have 5,000 company microblog users on its Weibo service, including Starbucks, Chanel, and IKEA.

Generally speaking, corporate microblogs are set up either in the name of their brands or the names of their high-profile, high-level staff.

Dell has launched several business microblogs on Sina Weibo since last February, which are used for promotional campaigns or to offer customer support; while Wang Shi, charismatic CEO of property developer Vanke, has posted many microblog entries that touch upon low-carbon and environmental issues, thereby improving the image of his company.

The key questions for companies are how to build up the number of people following their microblogs, and then how to make full use of this new marketing tool to broaden their businesses and build their brands.

Firstly, companies should cultivate teams dedicated to managing the content of their microblogs, and grasp the attention of their followers and the wider microblog sphere with well-worded pieces that will be forwarded.

It is important that this content is not solely focused on their own businesses, but must also include non-commercial content. The more interesting the posts are, the more likely they are to be reposted, thereby attracting more followers. This way, when commercial notices are posted, they will be spread to more people. However, advertising must never be so heavy as to drive followers away.

Businesses should also improve their offline products and services, as a microblog is a double-edged sword: favorable comments by customers can be magnified hugely, but the same is true of criticism by dissatisfied customers.

Companies should also remain abreast of the microblogs of other brands, especially those that have garnered a high number of followers, so they can deepen their knowledge of what makes a successful microblog.

The role of pictures, video and other dynamic content should also not be discounted, as these can easily become viral and achieve huge popularity, and therefore increase exposure for the company.

Of course, the microblogs should be frequently updated, and include key words relevant to current events so they rank highly in user searches. Business microblogs should also actively participate in discussions on topics related to their fields, for example, cosmetics brands talking about fashion and lifestyle. In doing so, they can foster deep relationships with their followers.