UGC vs internet media: competitive user content strategies
DOI:
https://doi.org/10.47475/2070-0695-2021-10313Keywords:
user-generated content, journalistic text, mass communication, local news feeds, geo-segmentationAbstract
The paper deals with the problem of competition between websites of user-generated content and traditional online publications for attracting the attention of the audience to local news feeds and keeping this attention. Using web analytics tools (including rank ranking, trust indices and bounce rate), the author compares quantitative (direct traffic, including hosts and total views) and qualitative (bounce rate, depth of views, session duration per user, direct and indirect engagement) indicators of UGC sites and online media, to identify the priorities of the audience and represent strategies that are used in various communication channels. The study separately defines: the information strategy of user-generated content platforms, which is based on the maximum freedom to publish copyright material (text, audio, video, memes, comments, graphics, and so on) and a media strategy based on the basic principles of verification of journalistic materials (proof-approach and similar techniques) and their packaging in a media format.
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Copyright (c) 2021 Дмитрий Коноплев
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
