The Study On Strategies And Effects Of Facebook Fan Page's Oral Spreading

The rapid development of social media opens up a new era of information dissemination,which has not only changed the way people live,but also affected enterprises' marketing mode.Kinds of sport organizations are also stepping into the wave of social marketing.Take Chinese Professional Baseball League and its teams for example,they all attach great importance to fan page of facebook,with the view of contacting fans and spreading the good word of mouth.That does contribute to the maintenance of good image,retaining original fans and developing potential fans,which helps the transformation of online marketing effect.Researching on the word-of-mouth dissemination of Taiwan baseball team's facebook fan page,is conducive to exploring the general rules and strategies of how professional sport organizations do some social media marketing and communication.For fan page of facebook and sina official microblog has many similarities on operation and function,summary on Taiwan baseball team's social media marketing experience can provide certain reference for the development of professional sports in China mainland.The study takes Fubon Guardians' facebook fan page as the research object and chooses all the posts during CPBL 27 seasons as the research samples to analyze strategies of fan page's word-of-mouth spreading based on the four main influencing factors.Combined with the interview of staff of pan page,the questionnaire survey for 300 stochastic fans and the data of facebook insight,the effect of the word-of-mouth spreading of the fan page was explored in cognition-emotion-behavior mode.Such conclusions have been made: Timely monitoring and feedback of information,is not only beneficial to maintain the positive image of the professional sports organization,but also provides important basis for the adjustment of marketing and communication strategies.Opinion leaders' promotion of positive word-of-mouth and the linkage of matrix social accounts can lead to direct and effective interaction and forwarding.Matches and players are the core of professional sport and frequent communication on that can not only cause attention,strengthen interaction,but also drive the professional sport organization' s image promotion and the formation of social sport mode.With the help of Internet technology,visual images and conversant information are conducive to the creation of a warm and interesting social environment.And then,the general strategies of sports marketing communication based on social media can be achieved: Pay attention to monitoring and feedback of negative word-of-mouth information;Use the boost function of opinion leaders;Establish a more systematic and comprehensive social platform account matrix;Allow full play to the radiation effects of star players;Strengthen the effective management of information release and interact with fans directly to control marketing effect transformation.