Research On Social Media Communication Characteristics Of Guangzhou International Marathon

In recent years,under the influence of China’s rapid socio-economic development and the social atmosphere of national fitness,the public’s concept of sports and fitness has gradually changed,and more and more people have participated in sports and marathon activities.Marathons are spreading to cities across the country,and urban road running has transformed from a niche sport into a well-known mass sport.The Guangzhou International Marathon has grown into one of the most influential marathon events in China,and as the gold medal event of the Chinese Athletics Association,it has won the "China Marathon Gold Medal Event" award for three consecutive years since 2015.Now,with the rise of the Internet and social media,the limitations of traditional media are becoming more and more obvious and cannot meet the communication needs of complex marathon events,while new media represented by social media are becoming more and more prosperous and have become the new favorite of marathon events.Among them,We Chat,Weibo and Douyin platforms continue to break the circle in the dissemination of sports events,stimulating people’s love for sports in a more intuitive and three-dimensional way,thus becoming the choice of more users.Therefore,this article takes the official We Chat public account,official Weibo and Douyin of the Guangzhou International Marathon as the research object,and selects 510 articles published by the official We Chat public account of the Guangzhou International Marathon from 2013 to 2021,1447 Weibo posts released by the official Weibo from 2012 to 2020,and 43 videos released by the official Douyin account as the analysis object.Based on the "5W" framework,a series of research methods such as literature research method,content analysis method,case analysis method and interview method are comprehensively used,and the current situation and characteristics of its communication are analyzed and studied from the five aspects of communication subjects,content dissemination,communication channels,communication subjects and communication effects.The conclusion shows that the Guangzhou International Marathon social media platform plays an irreplaceable role in the development of the event,but its audience interaction and content dissemination are not significantly positively correlated with the active growth trend of users on We Chat public accounts,Weibo and Douyin platforms.It can be seen that the value of social media platforms has not been well developed.Therefore,this study aims to dig deeper into the reasons behind the current status quo,consider the social media communication of sports events and the future development of sports events,and provide new ideas for the operation and development of We Chat public accounts,Weibo and Douyin.According to the research conclusions and reflections,this paper proposes the following development strategies for the social media communication operation of the Guangzhou International Marathon and other similar events: focusing on talent training and improving operational quality;Improve content services and improve the dissemination of information;Strengthen cooperation with traditional media and promote online and offline synchronously;Pay attention to user experience and tap potential crowds;Ensure the intensity of communication,and establish a communication effect evaluation system.