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Examining the social media strategies of international sports federations targeting Chinese sports fans / Junjie Li
Edited by AISTS. Lausanne - 2016
This research examines the social media strategy used by international sports federations (IFs) to engage Chinese fans on the major Chinese social media platforms, Weibo and WeChat. The objectives of this research are to identify the best practices in social media strategies established on both platforms, and to conduct further analysis of the findings regarding fan engagement and content management. Quantitative and qualitative approaches were employed to evaluate the presence and performance of the monitored IFs’ Chinese social media. The findings show that the International Table Tennis Federation’s (ITTF) social media strategies on both platforms are the most successful. The further analysis indicates that ITTF has established coherent strategies between the two platforms and has achieved satisfactory outcomes. It is recommended that IFs should have an understanding of the Chinese social media landscape and Chinese users’ behaviours before establishing Chinese social media operations. Localising the content management strategy to satisfy Chinese fans’ interests is also advised.