[This post is written by our guest editor, Marc Violo, who has been exploring emerging markets and their adoption of e-commerce, social and mobile Internet technology in the past decade. He is currently based in Shanghai, where he has immersed himself in a handful of digital projects with one of the leading Chinese tech companies and is scratching his head on the board of other local start-ups. Contact him via email or LinkedIn.]

2011 has been recognized as the year of microblogging in China with Sina leading as the prophet of a religion growing strong there. By simply combining disciples of the two shepherding platforms, Tencent Weibo and Sina Weibo, believers in the holy power of Weibo-ing have exceeded 350 million in just over two years. With more than a third of Weibo users connecting to this divine community through their smartphones, this phenomenon represents the fastest growing and most connected community in China up till now.

As marketers, advertisers, entrepreneurs and influencers, we all ask ourselves how can we efficiently use this social phenomenon to our advantage? But with Weibo having been around for the past two years, anyone involved in social media ought to know its basics. Therefore, the question we should all be asking is: how can we leverage this platform in a way which will differentiate us from the traditional, under-stimulating, non-creatively branded campaigns we’ve seen before?

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TechNode Guest Editors represent the best our community has to offer: insight and perspective on how technology is affecting business and culture in China