Upotreba Twittera za promociju sadržaja i uspostavu dvosmjerne komunikacije s korisnicima kod hrvatskih online medija
Use of Twitter for Promotion and Establishment of Two-Way Communication with Users in Croatian Online Media

Summary/Abstract: Twitter is the most suitable platform to promote content of the online media, ensuring interactivity and two-way communication and other purposes of journalism. The content analysis of the Twitter posts of the leading Croatian online media showed that the online editions of traditional media were leaders in using Twitter to promote content and establishing two-way communication. Furthermore, we identified three basic strategies of promoting content and establishing two-way communication via Twitter. The first strategy means using Twitter solely for promotion of content. Another strategy is using Twitter to promote articles and establish two-way communication with users, while the third strategy is using online media to complement second strategy with emphasizing multimedia content.

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