The article refered to a website and social service in China, Sina Weibo. This site in China will have more than 200M members soon and it is a cross between Twitter and Facebook.
Here is an excerpt:
On June 13, 2011, CNNgo.com reported that thanks to a massive February 2011 push by Sina Corp, China’s largest Internet portal, through the company’s “micro-blogging” site, Sina weibo—which means “Sina micro-blogging”, the Chinese are taking to 140-character “micro-resumes” like Peking ducks to water. (Visit Sina Corp’s English-language report.)
Aside from the Groupon-type overly sardonic and cutesy metaphor, this was real news and a significant trend in the worldwide employment marketplace. Is this a precursor of things to come? Of course it is. Should you follow suit and reduce yourself to 140 character summary of accomplishments, skills, and abilities? Well, folks, I think its a beyond difficult to try to brand yourself in a one-line tag and not come out sounding like a slogan, but you have to try, at least.
The better part of valor would be to follow the advice that is now nearly 4 decades old. Since the rise of the corporate man (or woman) the advice has been to identify and reach out to the hiring manager. I would say that this advice is even more relevant today. It's not enough to build a distinctive brand online with multiple social profiles globally, a website and blog. What is crucial is who sees it?
To a recruiter you are a transaction until they decide you are the best fit for the job. But to a business friend and colleague, social media contact, or alumni that you have a relationship with then you are a real person that they know, and can vouch for. To a hiring manager you are tangible in the form of a resume or executive summary.
What would give you the best chances of getting visible, heard, and interviewed: a 140 character summary or a fully branded online presence combined with a personal introduction? I build online branded presences for my clients all the time. They work.