Research On Social Media Promotion Of Mentally Handicapped Sports Events

This study uses ethnographic research method to explore and analyze the efficiencies and effectiveness of social media platforms(Twitter,Facebook and Instagram)in the non-profit sports organization,the International Federation of Intellectual Disabilities Sports(INAS).By taking the INAS 2018 European Championship as an example,this paper analyzes the operation of the INAS social media platform from the aspects of information collection methods,production methods,usage targets and effects,and summarizes the usage strategies and promotion effects of different platforms.In addition,the characteristics and deficiencies in the operation process are reflected as well,which can provide reference for the global promotion of INAS sports organization and events.This article first reviews relevant literature,including the definition of intellectual disability,an overview of social media,global environment of social media,and recently strategic research on social media in sports industry and sports organizations.During the first INAS European Championships held in Paris in July 2018,the researcher participated in the social media department of the INAS.Through participation observation,photography and in-depth interviews,the researcher recorded the collection and production processes of social media contents,as well as promotion methods and strategies in different social media platforms--Facebook,Twitter and Instagram.It is found that INAS currently has the following problems:The biggest difficulty for INAS,similar to other non-profit organizations,falls into the aspect of capacity.Staff in the department is insufficient and the interns lack relevant experience in sports event reporting.Office facilities and electronic equipment are inadequate,and there lacks relevant technical support.Information is released at a low frequency and there lacks two-way interaction with fans.The department failed to explore the marketing or attract sponsorship functions of social media.Thus,INAS needs to improve the visual literacy,video editing and innovation abilities of media staff,as well as to cultivate media personnel's humanistic care for athletes with intellectual disabilities.Finally,combining the status and problems of the three official platforms,this paper proposes feasible suggestions for INAS to take advantage of social media for international communication:1.Increase the work team configuration and improve the professional level.2.Seize the promotion opportunities during the competition periods,and the opening and closing ceremonies are very important.?3.Increase the interpretation of professional content and focus on promoting the INAS event.4.Use personalized language to cater user preferences.5.Enhance the activity of official accounts and focus on technology development.6.Different platforms have different functions and thus require different content.The paper studies the social media promotion of international intellectual disability events,and has found out the special features of social media promotion and publicity in the organization of INAS events,which is rarely focused by Chinese researchers.Therefore,this study fills the research gap in this field to a certain extent.Readers are shown with the behind-the-scenes ecology and production process of three overseas social media.Even other types of social media can be used as a reference to promote sports events on social media platforms.Overall,the study is the first to deeply participate in and document the use of social media in the organization of Elite sport for athletes with intellectual impairment.The results of this study can help more non-profit sports organizations to effectively use social media.