News/blog.

"Derek Ling, head of Tianji.com, China’s largest business social network with more than four million users, claims that service-sector SMEs in China are crying out for links with Western businesses, offering legal advice on business issues, partnerships for the travel industry and local accountancy. Using a social network, he says, is a window on local businesses that previously have been very difficult to reach. Tianji has just launched an English-speaking version of the site to help fuel links with Chinese service-sector businesses. It can unlock doors, but it is up to Western businesses to push them open.

It brings into question the role of social networks in business. For China, social media has been a sticky issue recently. Facebook and Twitter have been banned and a row erupted with Google over privacy, but business social media is different. It is geared towards creating links, developing leads and recommendations for businesses. It is the recommendations that really drive these sites. It is important for CIOs to make a distinction as it is becoming a trend to ban social networking in the workplace.

Social networking has an opportunity to facilitate trade not just in China but in any country. Business social networks can thrive by offering users the ability to establish community trade groups, marrying local expertise with international opportunity. It is a unique position that traditionally would take months, even years to establish, during which time alien firms leave themselves open to abuse from unknown quantities. Business social networking goes some way to limiting the risk by offering a platform for recommendation, but those networks have to have local knowledge, to have been established with local connections in mind. Any international connection is therefore a window of opportunity on an already established community of businesses."

A good China social media strategy though will take in more than just a profile on Tianji. There's a whole eco-system out there just waiting to be discovered.

Microblogging is a big growth area for example. Even the Chinese government recognises this with the website t.people.com.cn that it set up recently. (see the Telegraph article here.

Take a look at our list of ten Chinese websites you must know to get more info on some of the big players in China.

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