A workshop from the 2017 Utrecht Conference on social media usage within Chinese higher education and the prominance of platforms Weibo and WeChat, hosted by Katherine Ma, Director of Communications, The University of Hong Kong.

In this workshop, Katherine explored how The University of Hong Kong uses Weibo, one of the most popular social media sites in China and fast rising in the western world, to engage mainland Chinese students. The session highlighted the features and usage of social media in China in contrast to the global social media market and took an in-depth look at Weibo versus WeChat within the Chinese higher education landscape. Katherine examined the functionality of the two platforms, the demographics and the usage by both the University of Hong Kong itself and its student community.

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2017 Utrecht Conference: Day 2 Workshop 7 - Flexing Social Media: the use of Weibo - Katherine Ma

Katherine Ma is Director of Communications at The University of Hong Kong, where she is in charge of the University’s communication strategies, stakeholder relationship management and holds the custodianship of the University’s reputation and brand. Managing a team of 26 people in the Communications and Public Affairs Office, and reporting to the Vice-Chancellor and Registrar, she acts as a counsel to the Management in strategic communications. Her Office is responsible for the University’s international and local media relations, public affairs, ceremonies and events, the university website, social media, online and print publications, editorial services and productions. The office also lends support to the communication activities of the 10 faculties and 100+ departments and centres of the University.

Katherine has over 25 years of experience in journalism, corporate communications and public affairs. She started her career as a political reporter specialising in Sino-Hong Kong relations. She spent the major part of her career as a public affairs specialist in the railway (KCRC), electricity (CLP), tourism (Hong Kong Tourism Board) and education sectors (HKIEd, HKU).

If you want to find out more about attending this year’s conference please visit our conference page or get in touch via email.