Research On The Status Quo Of Official Weibo Communication In Beijing Marathon

The Beijing Marathon is the most market-oriented,largest and most representative event of the China Athletics Association.It has won the “International Athletics Federation Road Gold Championship” for six consecutive years since 2008 and is also the highest level marathon in China.It has grown into a domestic benchmarking event and an international top event.In the context of media convergence,the traditional mass media can no longer meet the needs of today's complicated marathon communication.The new media represented by Weibo and WeChat gradually surpass the traditional media to become the new favorite of marathon with its unique content and communication.Provides powerful information support for today's marathon events.Among them,as the representative of the new media platform,Weibo not only satisfies the needs of the audience to obtain information on sports events,but also promotes the new media communication of sports events and broadens the channels for the distribution of sports events.The official Weibo of Beijing Marathon,which has been in the course of eight years,is the only official Weibo official authority platform for the Beijing Marathon.It has opened the first Weibo of the Chinese city Marathon,and led the development of Weibo in other domestic marathons such as the Guangzhou Marathon.Therefore,this article takes Beijing Marathon official Weibo as the research object,and selects 1213 Weibo published by Beijing Marathon official Weibo in2011-2018 as the analysis object.Through the use of literature data method,content analysis method,mathematical statistics method,case study method and according to the "5W" communication theory,it analyzes the status quo of communication from the five aspects of communication subject,communication content,communication channel,communication audience and communication effect.the study.On the basis of data statistics and analysis,the overall horizontal and partial vertical performance of the official Weibo communication status of Beijing Marathon are respectively concluded.The conclusion shows that the official Weibo of Beijing Marathon has an irreplaceable role in the development of the Beijing Marathon,but its audience interaction and content dissemination are not positively related to the booming growth of Weibo platform users.The value of the Bo platform has not beenfully developed.Therefore,this study explores the causes behind the status quo and develops the thinking about the official Weibo of sports events and the future development of sports events,with a view to providing new ideas for the operation and development of the official Weibo.Based on the above conclusions and reflections,this study proposes the following recommendations for the official Weibo of Beijing Marathon and other official Weibo of the same type of competition: to create a professional platform with the marathon as the core;to pursue the stability and diversification of content and form;Meet the needs of the audience's personality and social;integrate the media resources to highlight the characteristics of the Weibo platform;Establishing Weibo Communication Effect Evaluation System;real-time public opinion monitoring to deal with the crisis.