Monetization of social communications: concepts of transformation of communication systems and optimization of communication channels

Abstract

An analysis of Ukraine’s media market was carried out on the subject of the introduction of new models of monetization in conditions of uncertainty and their success. The proposed study structures the most possible modern and effective models of monetization of social communications in the conditions of rapid transformational processes caused, in particular, by crisis phenomena and technological development in the XXI century. Managers, editors, and journalists can get practical recommendations for improving the efficiency of their publications. The practical significance of new monetization models and strategies is described, and the most successful solutions for optimizing communication channels are outlined. The article analyzes monetization models and methods such as creating exclusive paid content, paywalls, partner marketing, and one-sided publication support without receiving certain services in exchange (donation). The specifics of different types of paywalls are separately emphasized: Freemium (only part of the content is closed for paid access), Hard paywall (the entire site is closed, no material can be read for free, which is appropriate in the case of narrow-profile publications), Metered paywall (readers have access to a limited number of materials of each month for a certain amount). These and other ways allow media to grow in the market and remain profitable. In the article, the author emphasizes that the transformation of communication systems and the optimization of communication channels are critical aspects of the successful monetization of social communications, especially during transformational events. As technologies improve and additional opportunities for introducing new monetization models appear, media managers must diversify the revenues of the editorial office to achieve its maximum level of profitability under all conditions.