Social Media

Word-of-mouth is enormously influential, and in the online world, word-of-mouth is shaped by the daily torrent of recommendations, reviews, comments and rumors.

- McKinsey & Co.

Today’s students are increasingly tech-savvy and critical demanding information from the Internet and social media (blogs, online forums, and other channels) to seek objective advice about their study abroad options.

Partner Services can reinforce your institution’s brand image by selecting appropriate digital platforms, setting up online profiles and supporting your in-country representative to listen, participate and engage a growing online community.

Digital and social media are cost-effective touch points to reach a large discerning audience in an emerging market that boasts the highest number of Internet users in the world.

China has the largest number of Internet users in the world.

With an Internet penetration rate near 30%, there is an estimated 485 million Internet users in China, almost twice the number of Internet users in the United States (245 millions users).

China’s Internet users are young

When Internet users are broken down according to age groups, the youth population (ages 10-29) dominated with 56.8% penetration.

Mobile Internet use is rising in China

Mobile internet users are continuing to grow, with 317.68 million current users.

Source: China Internet Information Network Center – 中国互联网信息中心

Why develop an online presence in China?

Popular social media such as Facebook and Twitter are blocked in China.  China has its own range of services such as Weibo, RenRen, Kaixin whose Internet community is distinct from other communities worldwide.

In an environment where traditional forms of media (print, radio, television) are questioned due to censorship, word-of-mouth remains an important source of information for students and parents when making decisions about overseas study.

A recent study by McKinsey & Co. estimated that sixty per cent of Chinese consumers say friends and family members (F&F) are a major source of product information, based on which they make purchase decisions.

Social media plays a vital role in being a medium through which students can engage in dialogue to research their options and make informed decisions.