China is about to pass the US as the largest Internet nation in the world, and its consumers are increasingly internet-savvy. Multinationals are scrambling to harness the Chinese Internet as a marketing tool. Just like the West, China is seeing a shift from top-down communications to a user-driven media landscape; companies can no longer expect to be in control of their messages. But Chinese Internet users are different from their Western peers. This means you cannot just adopt the same communication formulas that work at home. In this book, we explain what works and what doesn't work. It is the first book of its kind. It spans the entire range of Internet communications, from corporate websites and press room design to blogging and consumer-generated media, and is essential reading for anyone embarking on the task of marketing on the Internet in China.