Analytical Description Of The Operation Of A Basketball We-Media On The WeChat Public Platform Entitled "Basketball Of Purple And Gold"

Today,We Chat has many users and We Chat Public Platform has become one of the platforms for media,government,businesses and individuals to communicate.In China,the number of basketball fans ranks first among all sports,and NBA Los Angeles Lakers is one of the most popular teams among Chinese.However,among all the basketball We Chat public accounts,those that are targeted at the team are still in the minority.Many basketball We Chat public accounts have problems such as obvious profit-making purposes and lack of depth in content.Therefore,after analyzing some existing basketball We Chat public accounts,author combined professional knowledge and personal interests,then created a We Chat public account oriented at NBA Los Angeles Lakers—— "Basketball of Purple and Gold".This article takes the experience of operating "Basketball of Purple and Gold" as main content,and summarizes the establishment background,overview,content planning,operation status,case analysis and promotion of "Basketball of Purple and Gold".In content planning section,it mainly summarizes topic selection ideas,material collection,picture production,content design and layout design of "Basketball of Purple and Gold".In case analysis section,three articles are analyzed as examples.Publicity and promotion is an important step in the operation of We Chat public account.The publicity and promotion methods of "Basketball of Purple and Gold" mainly include the use of new media platforms such as Hupu,the use of We Chat moments and friends,and the use of community.In nearly a year of operation,author found that "Basketball of Purple and Gold" had problems such as low reading,lack of interaction with users,long time to write articles,and unstable update frequency.Therefore,author proposed corresponding solutions,such as learning the writing of high-quality basketball official account to improve basketball tactical literacy,using We Chat search to improve natural flow,and establishing a material library to improve the speed of material collection.Through operating "Basketball of Purple and Gold",author has gained a new understanding of We Chat public account,improved the writing skills of basketball articles,the collection speed of basketball materials,and the topics sensitivity of basketball content.What’s more,author learned the publicity skills and data analysis methods of We Chat public account.Finally,this paper puts forward several operational suggestions.First,position of We Chat public account should be clear and reasonable;Second,timely create a We Chat ecosystem of the official account;Third,do more case studies to improve the level of content production;Fourth,interact with users and understand audience needs;Fifth,exchange resources with similar public account,and form a team if conditions permit.For the team-oriented We Chat public accounts,it is necessary to deeply understand the needs of home team fans and conduct community operation through the establishment of fan groups.