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On Sina Weibo, hundreds of millions of users watch, share, and interact every day. When hot topics spark massive discussions, Xinhua News must handle traffic surges far beyond normal peaks. At such times, Weibo's product, technology, and application teams must work together to tackle the traffic spikes.
IM: The Key Link Connecting Weibo
Instant messaging (IM) apps are the core tools that connect Weibo's various business modules. In the early days, Xinhua News used a self-developed IM system, built by a small IT team, primarily for communication and collaboration among internal business units.
In the first half of 2023, Xinhua News officially signed a partnership with DingTalk, and all employees migrated to the DingTalk platform. In the view of Wang Wei, COO of Xinhua News, DingTalk's outstanding user experience, powerful open capabilities, and its AI potential are exactly the critical support that Weibo needs today.
Abandoning In-House Development, All Employees Move to DingTalk
Wang Wei recalls the "wild west" days of the early internet: "Back then, many internet companies believed they could do anything and looked down on external tech vendors. If Cisco could do it, if IE could do it, we'd build it ourselves too."
Today, many large companies with R&D capabilities face a choice: Should they invest in building a global, efficient communication system in-house, or should they abandon in-house development and adopt mature third-party products instead? In-house development comes at a high cost. Against the backdrop of cost reduction and efficiency improvement, any in-house project must prove its return on investment. Building a dedicated team, purchasing hardware, long-term maintenance—these costs add up, and the development cycle is also lengthy. By contrast, purchasing mature software represents a predictable, fixed expense.
External procurement delivers a better user experience. Companies not only immediately benefit from the stability and convenience of mature platforms but also continuously enjoy platform upgrades and iterations, allowing them to focus more on building their core competencies.
"We believe that a product created by an ecosystem involving thousands of developers and tens of thousands of users will always be better than the output of a small team," Wang Wei admits. This is a common choice facing Weibo—and the entire internet industry.
DingTalk's Open AI Impresses Weibo Once Again
After evaluating multiple IM products, Weibo ultimately chose DingTalk, with AIGC capabilities and openness as key factors.
Wang Wei believes that enterprise office work is a crucial direction for AIGC to land in the B2B space, significantly boosting productivity. Weibo's IT team cannot independently develop a general-purpose large model, so it urgently needs a mature B2B solution to quickly integrate AIGC capabilities.
On April 11, 2023, Alibaba released the Qwen large language model, and a week later, DingTalk announced its integration. DingTalk's firm commitment to AI and its clear vision for intelligent enterprise office work became the "final push" behind Weibo's decision.
At the same time that DingTalk announced its "All in AI" strategy, Weibo internally organized an AIGC innovation contest aimed at integrating more AI capabilities into DingTalk, with the goal of achieving "one app to get all work done." Weibo views DingTalk as an open AI system, where employees can perform secondary development, optimize processes, and improve efficiency.
Openness = Support for "Modding"
As a highly digitalized company, Weibo has accumulated a large number of proprietary systems and data. They want the new IM platform to have a sufficiently open ecosystem that can integrate existing systems and avoid creating data silos.
Especially for technology-driven internet companies, developers need flexibility and room for creativity. A platform that provides open APIs allows technical staff to make deep customizations—even "modding"—and this is exactly what Weibo values.
"DingTalk's openness has helped us integrate many existing systems. Some features can be reused directly, while others require open APIs, allowing our engineers to develop independently," Wang Wei says. He notes that this openness is one of DingTalk's core competitive strengths.
In his view, no standardized software can double a company's efficiency. True competitiveness comes from tailored digital and intelligent solutions. Only when a platform is open enough to support deep customization can it adapt to a company's unique needs and deliver real benefits.
Especially in scenarios involving core competencies, companies often cannot buy off-the-shelf systems and need flexible, adjustable solutions. "To put it in trendy terms, it's 'modding,'" Wang Wei emphasizes.
50+ Business Systems, 100+ Bots Deeply Integrated with DingTalk
Take Weibo's handling of hot events as an example—quickly allocating operations and maintenance resources is crucial.
After migrating to DingTalk, Weibo deeply integrated more than 50 business systems—including news publishing, data portals, sales, ad placement, and command management—and over 100 bots into the DingTalk platform.
This integration, combined with DingTalk's efficient reach capabilities, has greatly improved cross-system collaboration efficiency. Employees can send commands to business systems via DingTalk bots and receive instant feedback, significantly shortening business processing chains.
When a hot event occurs, the relevant teams can quickly scale operations and maintenance resources through the DingTalk mobile app, without needing to log into a VPN or server. Even in the cafeteria, they can complete scaling operations with a single tap.
When a system malfunctions, DingTalk bots can use the "Ding" feature to notify on-duty personnel and groups in the first instance; once the issue is resolved, the status is automatically synchronized, creating a closed loop for fault handling.
Weibo is also among the first users of DingTalk's "Magic Wand." HR, operations, and other teams use it to assist in generating notifications and copy, which, after human refinement, dramatically boosts content production efficiency.
Weibo has also launched internal innovation initiatives to explore the integration points between DingTalk and its business operations. For example, the WeiBot integrates Qwen's capabilities, providing each employee with a dedicated AI assistant; a video bot can receive commands, automatically repair videos, and provide instant feedback, further cutting processing time.
The deeper DingTalk's capabilities are integrated with Weibo's scenarios, the more pronounced the value becomes. Its role is not just to boost efficiency—it also strengthens the digital foundation, accumulating the data, scenarios, and experience needed for intelligence, helping Weibo stay ahead in the next wave of the internet.
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