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In China, British Airways is one of the most digital-savvy Western companies. It does lots of things right, such as a well-designed Chinese language website full of useful content not only about flights but more importantly, information like studying in the UK, travelling for sightseeing and shopping and etc.
With regard to social media, it has a brilliant Sina Weibo page which is actively engaging with more than 34k followers. Here is a review of BA’s Sina Weibo.