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In May 2013, the KAWO team executed a market research across 15 European Business Schools on Chinese social media and their followers’ engagement patterns on these platforms. The 15 Schools were analysed across the most popular social network in China: Sina Weibo, and were ranked according to their digital competency through 3 different categories.
All data was analysed in the period between May 1st and May31st 2013.
China’s rapid economic development has shined the spotlight on the shortage of managerial and leadership talent in the country. It’s become evident that China needs more people with international business skills, entrepreneurial drive and a strong network in countries that are economically important. As a consequence, there has been a growing interest of Chinese students to attend Western business schools and to discover more about their prospected academic careers, often through the communication channel deemed most trustworthy: social media.
In this study, we have considered 15 of the top European Business Schools present on Chinese social media and evaluated their digital competencies in the market. The research measured each business school by assessing proficiency on 5 broad categories that determine their success with Chinese social network users.
The objective is to provide a robust tool to understand the digital strengths and weaknesses of European Business Schools, and help admission officers and students recruiters to achieve a greater return on investment of their social media strategies. As the numbers of Chinese students’ applications to Western Universities continues to rise, business schools need to measure the impact of their communication strategies on all the networks where their potential new candidates are.