The IWOM related to issues around France and the torch demonstrated the power of IWOM to impact opinion and action in China.

With the horrible tragedy of the earth quake in Sichuan earlier this week, we are now seeing some equally powerful demonstrations of the impact of IWOM, many of which are both impressive and moving.

There is not time to list them all, but here are a few highlights.

1. Building on the legacy of the "L China" campaign, an "L Sichuan" campaign has started on MSN

2. Netizens use Taobao as a platform to encourage support. Some netizens are posting products on Taobao and offering to donate all of the proceeds to victims of the earthquake.

(Link)

3. QQ uses multiple channels to encourage its 220 million active users to donate. QQ is encouraging users to donate through online banks, mobile phones, and regular post mail. Below is a screen shot of QQ's online donation platform. An estimated 12 million RMB has already been donated by netizens to the cause (See here for current updates).

(Link)

4. In addition to donating over $300,000, Alibaba has set up a number of different ways for netizens to support earthquake relief organizations. According to this recent press release, people can donate funds to the relief efforts through Alibaba's Alipay online payment service, which has more than 80 million members.

5. MSN has teamed up with Guangzhou Toyota to launch a campaign in support of the earthquake disaster victims. For each MSN user who adds a "rainbow" to his/her MSN name, MSN will donate 0.10RMB to the cause and Toyota will match this donation. The effort has already raised over 160,000RMB from over 800,000 unique users. (h/t Adam Schokora)

For those looking to donate, Shanghaiist is probably the best English language source for how to donate and help out as well as a great source for the latest English news on the tragedy.

On a personal note, I am so inspired by the CIC team who, led by James, quickly organized donations themselves to give to the Chinese Red Cross. CIC will match all employee donations.