Tuesday, October 19

Webinars as a communication axis for business schools in the pandemic

A video conference.

A video conference.

PortalMBA.es, the ranking of MBA masters in Spain, sponsors one more year the study on the presence in social networks of Business Schools based in our country and prepared by the digital agency Marketalia.

In a year in which Business Schools have had to take physical distance with their students, we have observed how many centers have relied on content in video format to disseminate their knowledge and address their students or interest groups, a fact that has led to a boost from platforms such as YouTube, generating an increase of more than 38% in the followers of the profiles of the schools.

On the other hand, in a year marked by a global pandemic, schools have managed to stay in the conversation about the health crisis, generating a series of contents related to the situation that have added value to their communities (webinars, round tables, debates, articles … etc).

To analyze these and other aspects in detail, PortalMBA.es publishes the VI Study on the presence of Business Schools in Social Networks, in which the 99 most prestigious centers in Spain have been selected . This study has been sponsored by Portal MBA

  • (portalmba.es) and carried out by the Marketalia Digital Marketing Agency (marketalia.com). El IE Business School
  • It is once again the Business School with the most followers with the sum of all its social networks, followed by EAE Business School in second place and IESE Business School Universidad de Navarra in third. Instagram
  • it remains the social network in which the Business Schools have seen their community increase the most, although, on the contrary, this year has been the one in which the schools have shown a lower rate of publication. Despite the growth of Instagram, Facebook

continues to be the social network in which these centers have the largest community, followed by LinkedIn.

An in-depth look Facebook and LinkedIn are the platforms with the largest number of users:2,578,503 and 1,700,662 respectively

, with a notable difference with respect to the rest of the networks. However, throughout 2020, the highest growth came from Instagram (57.70%), along with YouTube (38.30%) and LinkedIn (30.08%). However, the growth of Instagram, despite being the highest of all, seems to stabilize its growth curve compared to 2019 when it was 238%. Facebook is the social network where the Business Schools have the most presence in 2020, with 100%,all the schools analyzed have a fanpage on said channel

. In second place, is Twitter (94.95%) and LinkedIn (90.91%) in third place. We highlight the increase in the presence of the Business Schools on Facebook and Twitter during the confinement with an increase in the rate of publication of 55% and 27% respectively compared to the previous months. The response of users to this increased activity has been an increase of 45.1% in interaction on Twitter and 17.55% on Facebook

with respect to the same previous period.

‘Ranking’ of followers of Business Schools in Social Networks In the general ranking, IE Business School, with 506,603 users, is one more year the School withhigher volume of followers in the social media environment

. In second place is EAE Business School (350,901 followers), and in third place is IESE Business School Uiversidad de Navarra (343,427 followers).

  • The ranking by Social Networks indicates that: InFacebook

  • , the EU Business School is the one with the most followers, with 229,873 followers. In Twitter

  • IEBS stands out, with 99,200 followers. In LinkedIn

  • the first position is for IE Business School, with 222,531 followers. InYouTube

  • , is the EOI (School of Industrial Organization), which occupies the first position, with 72,900 followers. Finally, on Instagram highlights theIE Business School

, with 39,400 followers.

The VI Study of the Presence of Business Schools in Social Networks, analyzes 99 Business Schools, selected through the CSIC Business School Ranking, the list of Business Schools associated with the Spanish Association of Business Schools and the who are members of the Spanish Association of Business Management Schools.


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