Year of Graduation
Apps, Social Networks and Messengers as the Platforms for Mass Media Content Distribution
The age of digital technologies creates new habits of media consumption among the audience, which in turn contribute changes of media strategies. To achieve audience growth, media distribute the content of the publication to modern platforms such as social networks, applications and instant messengers. The purpose of this work is to identify and characterize the main stages of the transition of media to applications, social networks and messengers. In this paper was analyzed the specificity of information actions of the audience in social media. Among other things, the following significant trends were revealed: the desire of the audience not only to consume, but also to produce content, as well as to participate in the distribution of content. The prerequisites and principles for integrating media content into social media were revealed in the study. Due to theoretical research methods, it was revealed that the integration of the media into social media is justified by the habit of the audience to the maximum convenient consumption of information. Consumption of information through social media platforms is conditioned by the desire of the consumer to reduce the number of clicks between him and information. It was also found that the audience in social media is more loyal not to the media brand, but to the publications of their friends in social networks. Also the problem of the effectiveness of distribution of content in social media and the use of web analytics tools was studied. It was made an attempt to identify the prospects for the development of tools and basic principles for the distribution of media content on developing platforms. Among the main trends were the development of natural interfaces, the growth of the popularity of video formats. In the work were used both practical and theoretical methods such as historical analysis, content analysis, expert interview.