NBA Social Media Marketing Strategy: From Globe to China

Abstract

Over the past decade, the emergence of social media has changed the speed and scope of communication and interaction between individuals and organizations across the globe [9]. The significant growth of social media has also spurred changes in the market. Businesses are paying more and more attention to their official media which plays an important role in their development. Thus, it is necessary to research what social media strategies are used by companies. In this paper, NBA was taken as an example of business alliance to figure out how business uses diverse strategies in social media. The passage focuses on two different scales: Globe and China. This paper analyzes the various strategies that NBA used from these two different scales. It is concluded that from the globe scale, NBA chooses international media and uses a common way to make commercial value. To China, NBA adjusted its strategies to better suit China's unique media characteristics. Meanwhile, to meet the needs of Chinese audience, NBA even develops Chinese local media such as "Chinapacers". It can be concluded that basically all of the strategies use d by NBA can be helpful in different markets. Those strategies are not only suit for sports associations like NBA but can also be used in normal business activities.