East-West-Connect.com has a great overview of microblogs in China.

"While the English microblog market is characterized as being ‘Twitter and challengers we compare to Twitter,’ the Chinese microblogosphere is bursting with competition, creativity and copying. Multiple contenders jostle with each other for 400 million Chinese Internet users that haven’t yet decided which microblog they would prefer to use, if any. Read more »

East-West-Connect had an informative post about using Yeeyan for publicity. Yeeyan is a website where users translate posts from English to Chinese. While the post focuses on reaching users, Yeeyan is a sure-fire way to promote a site to Chinese search engines. Not all posts will be translated, but even if it isn't translated, it still provides a one-way link to your website from Yeeyan. This link would be useful for getting indexed in Baidu.