Applications and Challenges of Social Media Platforms in the Sports Events Management

The development of social media has precipitated a profound transformation in the dissemination of sports events. And the shift from traditional media to digitalization and multi-platform interaction has markedly enhanced audience participation and dissemination speed. Therefore, this paper explores the application of social media in sports events and its impact on event promotion, audience experience, and brand communication. In addition, it examines the characteristics and potential applications of various social media platforms, including Facebook, Instagram, and TikTok, to illustrate how social media can facilitate audience engagement, influence audience viewing habits, and offer innovative marketing strategies for events. At the same time, data analysis and user behavior research in sports events are explored to support decision optimization, and challenges faced by social media in sports event management, such as privacy issues and the spread of false information, are highlighted. The results indicate that social media not only broadens the audience reach for sports events but also enhances audience engagement and increases the commercial value of the events.