| Being a part of our life, social medias attach greater importance to us. Weibo,which is the typical one, can not only release high-quality reports with its staggering rapidity and brevity but also rouse public attention in a short time with its quick dispersal ability. Nowadays, there are so many posts about sport. In addition to the large quantity, they have rapid update and high exposure too. Aimed at the retirement of Kobe Bryant from late 2015 to early 2016, the author analyzes the promoting strategies of SinaNBA, which is one of the exclusive NBA news platform.Selecting and studying the posts which released on SinaNBA from when Kobe Bryant announced retirement in November 2015 to the last battle he did in April 2016,the author summarized its reporting strategies and interaction techniques from the aspect of module settings, reporting modes and the cooperation between diverse platforms with mathematical statistics and text analysis methods.In order to learn the reporting characters of SinaNBA, the author divided those posts into different dimensions by their main content and then calculated their own proportions as well as meticulously analyzing their themes, writing angles, rhetorical features,and terminology.On the one hand, research shows that SinaNBA's coverage is integrated by kinds of text symbols, dynamic/static images, video games and feature films. The use of multimedia makes reports lively and interesting . On the other hand, the Weibo.WeChat and website of SinaNBA cooperate with each other during external publicity,which is more efficient than a single platform.Several reporting strategies are applied in SinaNBA's reports. Firstly, there is a clear emphasis in the content. Most related reports focused more on Kobe's past success to fade his current slump. Secondly, there are a lot of repetition and emphasis on words and pictures in reports to deepen the classic image of Kobe in audience's mind. Thirdly, emphasizing Kobe's positive image by capturing more details.Eventually, the multi-angle and storytelling content makes Kobe more fleshy and so close to us. All these skills successfully strengthen the positive image of Kobe and stimulate the audience's adore and respect for him, which could trigger per-fervid discussion. Besides, it provides a reference for other media on hype, especially the reports about star athletes' retirement.In the practice, SinaNBA relies on emotional resonance and UGC to interact with audiene. For instance,building a bridge with memorable peripheral products to conduct interactive marketing; cooperating with sports brand and to increase the viscosity of fan by expanding the spreading scope of information with forwarding,commenting, @ friend, etc; and moreover, creating more content by the interaction between fans.There is no deny that SinaNBA is still inadequate in Kobe's event reporting.Thus, based on the study, the author put forward some effective suggestions: First,insist on the truth of newsletter and make the best of key opinion leader, such as Yang Yi, Wang Meng and other commentators; second, integrate with "self-creation","co-creation"and ""limited-creation"; third,make full use of recent hot topics; the last but not least, cooperate with celebrities. Only by these channels together can make publicity campaign about hot sport events widespread and high-quality. |
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