Introduction

The social network has become so important in people’s lives that it has changed many of our habits. We automatically take photos of parties and upload them to our social media accounts; we enjoy commenting on Weibo as we watch television dramas; we refer to the rating from our friends before we purchase an item or go to a new restaurant. We express our opinions more, from what we have seen or experienced to the latest news and hot topics. We are bombarded by thousands of pieces of information every day. We have an impact on the lives of our friends as they have on ours. These subtle changes, when they have reached a certain maturity, will lead to a transformation.





The media industry stands in the breach. People become feverish microblogging audience every time an important event occurs, and the ability to present information seems to flow from media to ordinary users at high speed.





Next comes the transformation of marketing, as people are more likely to influence and be influenced by others. Massive user numbers and profits are generated in the vast social network that attracts a growing number of enterprises and start-ups to capitalise on the emerging opportunity.



