Research On Brand Social Media Marketing Strategies In Sports Events

With the development of Internet technology, social media have gradually penetrated into the routine life of people. In 2014 FIFA World Cup, social media have become an essential platform for people to watch and discuss the sports events, which also manifests the increasingly outstanding value of social medial in large-scale sports events. Featured by openness, conversation community, participation and connectedness, social media has not only altered the way for people to communicate and obtain information, but also has exerted substantial influences over the transmission mode of information. The emergence of various types of social media such as micro-blog, We Chat, forums and social network websites and so on have provided broader innovation space for brand marketing in terms of forms, channels and interactive modes etc. Therefore, as sports events have started to turn as the focus and hot spot for economic growth, more and more enterprises and brands begin to seize this crucial opportunity and vigorously devote themselves to social media marketing.In the first place, this paper has outlined the basic conditions of social media marketing including its definition, advantages and so on. Then it makes comparison between the social media marketing in previous sports events and that at World Cup Brazil. Subsequently, with SICAS model and 3K model as the theoretical basis, it further conducts classification and analysis on the social media marketing cases of impressive brands. On basis of above, it has summarized the specific strategies for brands to carry out social media marketing in sports events, including information strategy, issue strategy and interaction strategy. At last, this paper provides outlook for the development trend of brand social medial marketing in sports events.