Developing an Integrated, Multi-platform, Chinese Social Media Strategy

Abstract

Social media, and Chinese social media in particular, evolves at a frantic pace. This presents many exciting opportunities for Higher Education institutions to communicate with the Chinese audience but also presents numerous challenges to ensure appropriate, high quality content is generated across a number of unique and often conflicting platforms. This session will look at how some of these challenges can be addressed, with specific reference to the University of Aberdeen’s Mandarin live broadcast series “15 Minutes with…” and wider examples of best practice across Chinese social media from both within and beyond the HE sector.