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.
Tencent Weibo of QQ, Tencent doesn't intend to launch Tencent Weibo at a strategic level, but as a marketing tactic to curb competitors. Many celebrities are Tencent Weibo users, including, Ma Huateng, Zhou Hongyi, Liu Xiang and Jet Li. Initially only QQ users could register Tencent Weibo account corresponding to their own QQ number. Weibo accounts are not automatically registered for QQ users, they need to log in Tencent Weibo page for registration. Email address can be used for registration (formerly only QQ email address were supported). Posts can be shortened into an url.cn domain name. Each user can follow up to