EM Strasbourg Business School Joins the First Social Media Platform in China
Publié le July 16, 2015, Mis à jour le January 13, 2016
In June 2015, EM Strasbourg Business School opened an official profile page on Sina Weibo, also known as the « Chinese Twitter ». The account is run by Fan Rui, a Chinese student who enrolled at EM Strasbourg Business School in 2014 via the Pass-World competitive exam leading to top French business schools. She created the Sina-Weibo profile page as part of her Master’s degree internship in the Communication Department at EM Strasbourg Business School. In the interview below, she shares her testimony of how she runs the account.
What is Sina Weibo?
Fan Rui: Sina Weibo, which was created in 2009, is a chinese site that combines microblogging services with social networking features. Boasting more than 500 million users overall and 50 million active users per day (twice as many as on Twitter), Sina Weibo exerts a true cultural and social influence. Weibo users form a rather young, urban and hyper-connected group, with 70% of them under 30 years of age. Nicknamed « the Chinese Twitter », Weibo allows to rapidly spread brief summary messages using no more than 140 characters to subscribers, or followers, who can share their opinions and interact with one another. Companies and educational institutions can also canvass for customers or future recruits.
How does EM Strasbourg Business School intend to use Weibo, and what is your role ?
Fan Rui: Weibo is a powerful tool to enhance EM Strasbourg Business School’s notoriety in China and to engage our community. I disseminate interesting qualitative information on EM Strasbourg Business School for the benefit of our future students : why study in France, how to study in France via the Pass-World competitive entrance exam for top business schools and enrol at EM Strasbourg Business School, what is on offer at the School, life as a student as well as all practical details allowing Chinese students to best adapt to their new host environment in Strasbourg.
Constant updating of news about the School and its alumni as well as major events in Strasbourg and in France is critical because Chinese people like novelty and switching from one message to another. I answer comments and manage the community in order to enhance loyalty and increase the number of followers. I try to foster direct exchanges with Chinese students so as to convey a dynamic and positive image of EM Strasbourg Business School in China.
What have you achieved so far?
Fan Rui: I see the number of followers increase by the day, and I can monitor how many times our articles are read per day (sometimes more than 100 times a day). This allows me to adapt the topics according to how popular they are. In only two weeks, our articles have been read more than 1,000 times !