Royal College of Music launches Weibo channel
Tuesday 5 November 2019
The Royal College of Music has launched a dedicated channel on Chinese micro-blogging site Weibo. One of the largest social media platforms in China, Weibo has over 400 million monthly active users and is an important source of information and conversation for Chinese audiences.
The Royal College of Music’s Weibo channel will join its existing WeChat channel (WeChat ID: RCMLondon) to provide another valuable avenue for alumni, prospective and current students from Chinese-speaking regions to engage with the College’s activity. With its built-in function for sharing videos, the RCM Weibo channel will provide greater opportunity to share visual content showcasing the RCM’s wide-ranging offering with Chinese audiences.
RCM Deputy Director, Kevin Porter, comments: ‘I am delighted that the Royal College of Music is launching a Weibo channel, through which we will be able to engage with more people in Chinese-speaking regions than ever before. Many talented musicians from these regions enrol at the RCM each year, joining a thriving international community that includes students from over 60 different countries.’
Weibo is one of China’s most influential social media platforms, commonly referred to as the ‘Chinese Twitter’. The site focuses on content sharing, visibility and community building. Users post ‘feeds’ of content and can attach multi-media such as photos, videos and longer-form content. Any registered Weibo user can follow any other user and add comments to their feed, allowing an individual feed to become a live collaborative conversation.