Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)

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Reflections on the Present Situation of Social Platform Operations of Chinese Professional Basketball Sports Clubs:

A Case Study of CBA Guangdong South China Tigers Club

Authors
Xuanzheng Lin
Corresponding Author
Xuanzheng Lin
Available Online 21 October 2021.
DOI
10.2991/assehr.k.211020.134How to use a DOI?
Keywords
Guangdong South China Tigers Club, social media, operation and maintenance, fan interaction
Abstract

With the advent of social media age, professional basketball clubs are paying more and more attention to the operation of their official social media. This paper takes Guangdong South China Tiger Club, the most successful CBA team, as an example, and analyzes 317 WeChat articles, 54 TikTok videos and 3558 Weibo contents published by the club through text analysis. According to the research, the Tigers pursues matrix building in social media operation, mostly focusing on highlights of matches on WeChat official account (OA), text live broadcast on Weibo, and introduction of players’ daily life in off-season on TikTok. The shortcomings are less fan interaction, content of single style and slow update speed. In this case, this paper argues that the Tigers can increase the interaction with fans, speed up the update speed of videos and articles, strengthen its ability in real-time text live broadcast and other aspects of social media operation, and focus more on the contents that fans want to see and the daily life of players that fans are concerned about.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 October 2021
ISBN
10.2991/assehr.k.211020.134
ISSN
2352-5398
DOI
10.2991/assehr.k.211020.134How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Xuanzheng Lin
PY  - 2021
DA  - 2021/10/21
TI  - Reflections on the Present Situation of Social Platform Operations of Chinese Professional Basketball Sports Clubs:
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 81
EP  - 84
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.134
DO  - 10.2991/assehr.k.211020.134
ID  - Lin2021
ER  -