Research On Sina Weibo's Promotion Strategies And Effects Of Different Sports Events

The promotion strategy of the event is one of the important links that affect the success of the event.This is especially true for sports events,which are intangible products with strong one-off,large scale and obvious competitiveness.As a new network platform with rapid development,microblog's user scale and social influence have been recognized by the public.The characteristics and promotion needs of sports events are gradually reflected in the micro blog platform.On the one hand,the official platform of Sina Weibo noticed the promotion value of sports events on Weibo,and promoted the contents of the events by opening an official account.On the other hand,there is a lack of scientific and targeted theoretical promotion guidance methods and specific and effective promotion programs.Finally,the effect of account operation is not ideal.This article uses four research methods: literature,content analysis,case analysis and expert interview.GooSeeKer to collect customer crawler software and h index are used to collect and analyze data based on the theory of promotion strategy.First,it analyzes the promotion strategies and channels of three official Weibo accounts of sina,Weibo basketball,Weibo football and Weibo sports.Second we take the 2019 NBA Basketball World Cup,2018 Russia world cup,2018 Pingchang Winter Olympic Games and 2019 World Cup Table Tennis Championship,2019 NBA playoff and the last 10 rounds of 2018 CSL as research objects.Further research on the effect indicators of promotion strategies: forwarding,commenting and praising.Finally,we find that Sina Weibo operators promote different sports events through the four strategies of content,control,image building and relationship building,and the channels of Weibo hot search,mobile hot stream,channel page,push push and big window.According to the research on the promotion effect,it is found that the promotion effect of different sports events can be enhanced by the increase of the amount of blog.For the promotion strategy of super large sports events,hot events should be taken as the main content,and the original blog in video mode can improve the communication effect.In the communication of large-scale sports events,attentionshould be paid to the promotion of activities and star related blog articles.In order to get high praise influence,a single voting form of text is a reasonable choice,while video and graphic forms can get high forwarding and comment influence.