Abstract
Most online media outlets are currently using social networks as an additional tool for promoting their publications, finding newsworthy information, and communicating with users. Modern social networks form a new media space. This paper is devoted to the study of the peculiarities of maintaining communities and opportunities of online publications in the social network “VKontakte”. The subject of the research in the article is the Internet publications of the Belgorod region, which are at the top of the rating of the Information and Analytical Online Service “Medialogy” for 2020, as the most quoted publications of the Belgorod region for the specified year. The method of research includes content analysis and comparative analysis of the techniques and methods of community management used. The main objective of the study was to identify the peculiarities of the design and maintenance of communities of regional online publications in the social network “VKontakte” and to identify trends in their further development. A similar study of online media in the Belgorod region was carried out for the first time, which explains its importance and novelty. In the course of the analysis, the following conclusions were made: nine out of ten analyzed publications use the community in the social network “VKontakte” for the purpose of information distribution and promotion of online media sites. All of the publications do not have a clearly defined interval between publications. At the same time, all the pages analyzed to some extent use the tools of “VKontakte” for the visual design of the community and various formats: photo and video publications, polls with variants of answers and articles. The number of comments indirectly indicates the activity or passivity of the audience of a particular community. In our opinion, there is no direct connection between the number of publications and the number of comments. Most often users leave comments under the publications touching on current topics or under the posts-surveys.
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