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.

1. A Review Of British Airways Sina Weibo

2. Introduction
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.

3. Legend
1.
Homepage
4
2.
Tweets
5
3.
Info
6
4.
Photo Album
7
1.
Following
8
2.
Video
9

4. 1. Homepage
The main area shares selected
tweets from a couple of BA
internal Weibo accounts and
related users including BA
passengers and other people
commenting on BA, UK life and
Links to homepage, discount
culture.
ticket page, FAQ page, student
page, BA membership club
page and video page.
WeChat QR code, scan with
smartphone to add.

5. 2. Tweets
The tweets page is displayed
when clicking on the Tweets tab
or a ‘Click for more’ link under
the homepage tweet feeds.
A wide variety of topics is
included, some examples: lost &
found message, special BA
gifts, photos taken during flight,
thoughts about studying in the
UK, British music bands,
London theatre, British rural life
and etc.

6. 3. Info
A brief introduction of BA
BA contact number
BA office location on
Chinese Map

7. 4. Photo Album
The photo album covers
many interesting aspects of
BA and especially, life and
culture in the UK.

8. 5. Following
The main area displays
tweets from people or
organizations that BA
follows, such as airports,
major airlines, aviation
organizations, leading
Chinese business people,
travel companies/websites,
fashion, photographers, UK
shopping mall, students
union for Chinese students
in the UK, British TV drama,
golf magazine as well as
British Prime Minister and
London Major.
Influence is a major criteria
for BA to choose who to
follow, as all of these Weibo
pages have tens of
thousands of followers.

9. 5. Video Example
Videos are used in some of the
tweets to increase
engagement. These videos are
subtitled in Chinese and hosted
on Chinese video site Youku,
the Chinese equivalent of
Youtube.

10. A digital link to your business in China

11. Website: www.advangent.com
Email: info@advangent.com
Facebook: on.fb.me/13lRQqX
Twitter: twitter.com/Advangent
Youtube: bit.ly/13soRjV
Slideshare: www.slideshare.net/advangent