Онлайн бранд на наунопопулярни медии: стратегии за дигитално съдържание
Online Brand of Popular Science Media: Digital Content Strategies

Author(s): Stanislava Tsvetkova
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: online media brand; digital content; popular science media; digital content
Summary/Abstract: The report analyzes the maintenance of an online media brand of popular science media by cre-ating digital content for the Instagram and Facebook platforms. Its purpose is to show the need for new forms of content in media distribution channels for segmented audiences. The methods of observation and comparative analysis were used for the research. The results prove that the online media Atlas Ob-scura and Futurism are actively using some of the opportunities offered by the network to establish their media brand among the audience. However, it is recommended that popular science media introduce additional innovations in the creation and distribution of media content. These include the active use of augmented and virtual reality, notifications of published content, increasing the streaming of video, maintaining a mobile application. In the future, other important elements of creating an online media brand for popular science media can be explored, such as the development of e-mail marketing com-munication, user-centered web design, online communities, and other social media channels, including Youtube and Twitter.

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