SOCIAL MEDIA BLOGGING AS A TOOL FOR MONETIZING PERSONAL COMMUNICATION (USING THE INSTAGRAM NETWORK AS AN EXAMPLE)
The article analyzes the possibilities of monetization of personal and corporate communication in modern «new media», in particular, the social network Instagram. The author introduces the concept of «communicativeness», which, as applied to the business sphere, is characterized as one of the basic conditions for the effectiveness of doing business and as an essential resource that can be successfully monetized and become an independent source of profit. The author proposes to distinguish between two types of communication: corporate and personal. The features of each of the presented types of communication are described in detail. Key objectives of the formation of public communication are formulated. It is indicated with what goals the development of corporate communication should be carried out. The social networks are considered as special communicative spaces that have become an integral element of modernity. In the context of the problem of communication, the emergence of such a phenomenon as blogging is considered. Analyzed blogs as a modern form of realization of the powerful potential of communication, which comprises the global Internet. The communicative capabilities of the Instagram network are explored, which allows active users who have many subscribers to extract revenue from their personal pages. Different schemes of monetization of communication in Instagram blogs are analyzed. Using the example of the Instagram blog of the leading Olga Buzova, it is clearly shown that blogging in social networks is currently becoming one of the most sought-after and most promising tools for monetizing personal communication in social networks.