The Construction Of Evaluation Index System Of The Micro-blog Communication Effect Of Large-scale Sports Events And Its Empirical Study

Under the guidance of media communication effect theory and media social responsibility theory,in this paper,a total number of more than 200 core journals studying the social media communication effect are selected based on the compound factors and impact factors as the research objects for the establishment of indexes.By making use of the two rounds of expert questionnaires of the Delphi Method,the validity of indicators at all levels was evaluated in this paper.Also,the weighted average method was adopted to give weight to all levels of indicators.At last,an evaluation index system of the Micro-blog communication effect of large-scale sports events was constructed,which consists of 5 first-level indicators,12 second-level indicators,and 31 third-level indicators.Then,taking the 2018 World Cup in Russia as the evaluation object,this paper analyzed the index data at all levels and concluded the results as follows: the data of communicators show that the communicator has a wide coverage of fans,however,the feedback from the official blog is few;the data of content show that the original coefficient is high which is close to the audience preference;the data of channel show that the micro-blog channel is in the leading position which has an accurate consumption portrait;the data of audience show that there are few authentication users and there is a high fitting degree between users’ interests and official contents;the data of interaction show that the feedback from the audience is much if the blog can seize the chance to increase the topic exposure.The characteristics of index data at all levels were analyzed so as to make an initial prediction of the communication effect.After that,combining the Fuzzy Hierarchy Comprehensive Evaluation method with the Delphi Method,the communication effect of the event is evaluated and tested.The Micro-blog communication effect of the 2018 World Cup in Russia is finally rated as “Very Good”.Finally,based on the empirical evaluation,the strategies for optimizing the Micro-blog communication effect of large-scale sports events were proposed: the communicators should take the responsibility to promote the new construction of right-of-speech network;In terms of the content,the highlighting narrative and the dissemination flash-mob-type short video should be continued;the official blog should guide the marginal core audience to re-communicate;the official blog should optimize the multiple fitting degrees between sponsored brands and event communication;And the official blog should also promote 5G technology to lead the mobile communication and new ecology of sports events.