a major expansion of the sina weibo audience occurred in july 2012, when the secretary-general participated in a live conversation with young people through the social media platform.
more than 20 million people watched the live broadcast of the conversation, and the event's web page was viewed 50 million times on the day itself, according to statistics provided by sina weibo.
the department increased its profile on chinese-language sina weibo, posting more than 10,000 entries and experiencing a growth of subscribers to 5.95 million people across its two accounts.
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