Сollaborative Content Creation by Both Editorial Staff and Readers in Media Community in the Internet as Communicative Technique

Abstract

The modern media environment is characterized by a large number of players, leading to high competition on social media, which is the main platform for mass communication. In such conditions, the search for communicative techniques and technologies becomes urgent as they can provide media communities with a competitive edge. Thus, the publication of unique content can become one of the effective methods of improving competitiveness. At the same time, we can notice difficulties with creating such content in modern conditions. Collaborative content production with both readers and editorial staff can become a solution. The article analyzes the experiences of media groups “Our Chelyabinsk” and media holding 74.ru for this purpose. Moreover, the article describes two resources of unique content: user­generated content (UGC) and commenting on posts, as well as communicative techniques to stimulate commenting. Using these communicative techniques can increase media community traffic, raise the number of followers, and improve the competitiveness of media communities.