Visual Analysis of our WeChat ranking for Spain:
The influence of the public and private

We have decided to change the approach to our WeChat ranking for Spain, from a list of raw data to a visual analysis with more context.

In our first analysis, we compare the behavior of all WeChat accounts of the entities devoted to the educational, economic, cultural and tourism promotion of Spain during 2020 from the perspective of their public and private origins.

For example, King Juan Carlos University is a public higher education institution and Les Roches Marbella, a private one.

Tourism of Spain is a public entity for the promotion of Spain and Casa Batlló, a private one.

We do not want to analyze particular cases, but trends. We want to answer questions like: What was the behavior in WeChat of Spanish public universities during the past year?

WeChat ranking Spain Visual Data Analysis The Chinese Box

What we have seen is that:

    • Public universities didn’t change their frequency of posting when the Covid-19 reached Spain, Q1 2020. They kept posting a very few posts per month. Also, the content was very focused on the effects of the pandemic, which it seems it was of little interest to their Chinese audience.
    • Private universities and business schools, on the other hand, after the initial shock, tried to push themselves to publish more interesting content and more often. The result was that they had a good impact between their Chinese followers. They kept their attention.
    • The entities for the promotion of Spain had a different behavior from the educational entities mentioned above. In this case, public entities did remain more active during the pandemic than private ones. The fall of private entities was heavy. Why? Probably because they did not have enough financial muscle or strategic vision to continue investing in WeChat marketing to attract future Chinese visitors. Some also reinvented themselves, left WeChat and focused on other communication channels such as Douyin, XiaoHongShu…

Spanish higher education institutions (11): IE, King Juan Carlos University, Autonomous University of Barcelona, IESE, Les Roches Marbella, Catholic University of Murcia, Comillas Pontifical University, Autonomous University of Madrid, EADA, Nebrija University and ESIC.

Entities for the economic, cultural and tourism promotion of Spain (16): Tourism of Spain, DOCa Rioja, Visit Valencia, Wines from Spain, Fira de Barcelona, Peñín Wine Guide, Tourism of Catalonia, Spain China Council Foundation, Spanish Chamber of Commerce, Tourism of the Community of Madrid, Tourism of Segovia, Nihao Zaragoza, Thyssen-Bornemisza National Museum, Teatro Real, Casa Batlló and La Pedrera – Casa Milà.

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