Microblogging in China experimenting with ways of interaction and negotiation with the microblogging public and service providers in their attempt to improve social management and political legitimacy. This negotiation process also exposes and/or creates inter-governmental tensions, since local governments in China consist of distinct units with their own particular preferences and operation procedures. Since 2011, there have been rumors that the government will institute a "Real Name" policy for Weibo users. Early in February 2012, China's four key weibo companies – Sina, Sohu, NetEase and Tencent – announced that March 16, 2012, was the deadline for users to adopt their real name identity.
Sina Weibo software for mobile devices, and which grew out of Sina's 2011 joint venture with GeoSentric's GyPSii. Sina's Tuding (图钉) photo-sharing service, similar to Instagram, is also produced by the same joint venture. In addition, Sina Lady Weibo (新浪女性微博) is another service, which specializes in women's interests. Sina weibo have also recently released a desktop version of weibo, available for free download at its website. In cooperation with internet censorship in China, Sina sets strict controls over the posts on its services. Posts with links using some URL shortening services (including Google's goo.gl), or containing blacklisted keywords, are not allowed on