Xia Danli logs on the official page for Shenzhen Universiade after she sits down at the office, and then begins her routine: replying to followers' messages, forwarding useful information on the host city and most importantly, reporting on the big games.

Xia Danli, looks at the official page for Shenzhen Universiade at a news room in the media center in Shenzhen, Aug 17, 2011.  [Photo/chinadaily.com.cn]

The 22-year-old undergraduate from Northeast China's Liaoning University is among dozens picked out by the Universiade committee to work in the official news agency.

"My everyday job is mainly about reporting on Universiade on Sina Weibo, in an attempt to promote the event in a more fashionable and friendly manner" Xia said during an interview with China Daily on Wednesday.

Sina Weibo, having attracted more than 140 million users within two years, is China's largest Twitter-like internet service. Its rapid growth and promotional use aroused the interest of Universiade authorities who launched its official public page at the end of 2010.

The effect of interaction on Weibo is obvious, as the Universiade page has been followed by more than 58,000 internet users within 9 months, and 10,000 since the opening day on Aug 12, according to Xu Xun, general director of the official news room.

"Followers increased by more than 6,000 just in the night of opening ceremony. Our team made wonderful job that night with timely and elaborate following-up on the ceremony," he said.

Currently only three members of the news teams are in charge of updating the Universiade's Weibo page, which makes its achievements more impressive. And if you interpret the job as just posting latest games results and information on the medal tally, you are mistaken.

Chen Jiangyao poses for a photo at a news room in the media center in Shenzhen, Aug 17, 2011.  [Photo/chinadaily.com.cn]

"Besides putting together games results, we provide our followers with a variety of resources on the host city, stories of volunteers and forwarding appealing messages submitted by the fans," said Chen Jiangyao, a member of the Weibo team. "The focus of our information depends on the phase of Universiade. Before it, we did promoting stuff in general, reporting on the preparation of the games, such like introducing venues in built, and giving tips on those who desire to Shenzhen for a tour."

Making full use of the 140-character limit is not an easy task, either

"We can not overwrite, which pushes us to report on a way as concise as possible," she said. "And we don't want to flood our reports on Weibo within a short span of time, otherwise the followers probably will get annoyed."

Working in two shifts, which are from 8:00 am to 4:30 pm or 4:30 pm to 1:00 am, the workload assumed by the team is anything but heavy in Chen's eyes.

"We keep busy all day indeed, but we never feel it is overloaded because the sense of gratification is always there, and the fans' warm responses make every minute in it worth," she said.