Media Promotion in Social Media as a Way to Expand the Audience and the Formation of its Core

The general purpose of this project is to prove the link between the promotion in social networks and the formation of media audience and identify the most effective methods, that may be used by media to expand the audience and to constitute its core. The topic seems to be always of interest: while the efficiency of familiar ways of raising the audience goes down thuck and fast, social media accumulate a large share of potentially loyal readership. Over 80% of such users use various social media on a daily basis, among other things, for consumption of content, which mass media generate. Reaching this part of the audience for some media is vitally important. In addition, the age of open source information causes certain difficulties as well. Thereby, the potential of social media with regard to monetization and the formation of media audience raises a popular discussion in professional circles. My project contains a theoreticall basis and a practical research, in which I examine three mass media with different audiences. There is no much empirical data on the topic, so data analysis of promotion in social networks by various mass media is a major research method. As a result of my investigation, I proved that some methods of promotion in social networks gives us a chance to communicate with the audience in a special way, that creates conditions to expand the audience and to form its core. However, these methods start to work only if the media takes into account all outstanding characteristics of its audience and of the audience of social networks. The results anticipated are hardly presented in literature. They are undoubtedly unique but the area of research is changing fast, and it is impossible to predict, how long the information obtained will be relevant. I hope that this information will become a serious argument for the use of social networks in promoting and will mark the beginning of deeper researches in this area.