{"id":6777,"date":"2021-06-18T14:55:55","date_gmt":"2021-06-18T14:55:55","guid":{"rendered":"https:\/\/journalift.org\/?p=6777"},"modified":"2021-07-08T13:19:16","modified_gmt":"2021-07-08T13:19:16","slug":"igra-macke-i-misa-medija-i-drustvenih-mreza","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/","title":{"rendered":"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea"},"content":{"rendered":"\n

Izreka popularna me\u0111u onima koji rade u digitalnim medijima ka\u017ee: \u201cAko je va\u0161 poslovni model zasnovan na Facebook-u, vi nemate poslovni model\u201c. Ipak, baviti se medijskim poslom bez Facebook-a (i drugih dru\u0161tvenih mre\u017ea) danas je gotovo nemoguc\u0301e. Ovo va\u017ei ne samo za male medije i startape, vec\u0301 i za velike radiodifuzne organizacije sa milionima gledalaca \u010diji primarni prihod i dalje dolazi od tradicionalnog ogla\u0161avanja. Razlog je sasvim jednostavan: sve manje korisnika pristupa medijima putem kanala u vlasni\u0161tvu samih medija.<\/p>\n\n

Prema Reutersovom institutu za prou\u010davanje novinarstva u izve\u0161taju o digitalnim vijestima<\/a><\/span> 2020. godine<\/span> do\u0161li smo do slede\u0107eg saznanja: <\/span><\/p>\n\n

\u201eU svim zemljama, ne\u0161to vi\u0161e od \u010detvrtine ljudi (28%) zapo\u010dinje svoje putovanje do novosti putem veb stranice ili aplikacije, nakon kojih slijede oni koji za ove potrebe koriste dru\u0161tvene mre\u017ee (26%) – \u010dak dva procenta vi\u0161e u odnosu na pro\u0161lu godinu. Uz to, i u ovom slu\u010daju vidimo veoma razli\u010dite obrasce pona\u0161anja kod generacije Z (18-24). Ova grupa ima mnogo slabiju direktnu povezanost sa medijskim ku\u0107ama (16%) i gotovo dvostruko je vjerovatnije da c\u0301e radije pristupiti vijestima putem dru\u0161tvenih mre\u017ea (38%).\u201d<\/span><\/em><\/p><\/blockquote>\n\n

U dolarskim iznosima, to zna\u010di da se veoma mali dio bud\u017eeta za digitalno ogla\u0161avanje, koji se i dalje ula\u017ee direkno u medije, iz dana u dan smanjuje. Ovo je trend \u010dija \u0107e se silazna putanja nastaviti za medije, u korist korporacija koje vode dru\u0161tvene mre\u017ee.<\/p>\n\n

Dakle, pitanje koje sebi postavljaju mediji \u0161irom svijeta prili\u010dno je sli\u010dno.<\/p>\n\n

Kako opstati u konkurenciji sa dru\u0161tvenim mre\u017eama koje same ne tro\u0161e ni\u0161ta na sadr\u017eaj ve\u0107 ga besplatno koriste i odvla\u010de ogla\u0161iva\u010de sa va\u0161ih platformi? I da li je uop\u0161te moguc\u0301e zaraditi novac pomoc\u0301u dru\u0161tvenih mre\u017ea? <\/strong><\/p>\n\n

\"Preživljavanje<\/figure>\n\n

Pre\u017eivljavanje konkurencije sa dru\u0161tvenim mre\u017eama<\/h2>\n\n

Realnost je da dru\u0161tvene mre\u017ee nisu stvorene kako bi mediji (ili bilo ko drugi) zara\u0111ivali novac, ve\u0107 je zarada \u201crezervisana\u201d za gospodina Zuckerberga i ostale. Dru\u0161tvene mre\u017ee ne moraju da tro\u0161e novac na kreiranje sadr\u017eaja – oni koriste sadr\u017eaje koji su im poslovni korisnici dobrovoljno dali objavljivanjem istih, a zahvaljujuc\u0301i svojoj \u0161irokoj mre\u017ei korisnika, u mogu\u0107nosti su da ponude ni\u017ee cijene ogla\u0161avanja i bolje targetiranje korisnika u odnosnu na medije, odvla\u010de\u0107i ogla\u0161iva\u010de od istih. Dru\u0161tvene mre\u017ee ne kriju ovaj unosni poslovni model. <\/span>Prema rije\u010dima Zuckerberga<\/span><\/a>: <\/span><\/p>\n\n

\u201cMala preduzec\u0301a koja stvaraju vec\u0301inu radnih mjesta i ekonomski rast \u0161irom svijeta dobijaju pristup alatima koji im poma\u017eu da napreduju. Na Facebook-u postoji vi\u0161e od 90 miliona malih preduzec\u0301a, koja \u010dine veliki dio na\u0161eg poslovanja.\u201c <\/span><\/em><\/p><\/blockquote>\n\n

To su ista mala preduzec\u0301a od kojih su lokalni mediji uvijek zavisili. Postoje dva moguc\u0301a na\u010dina da se ovo zaobi\u0111e, a to su: \n<\/p>\n\n

  1. da budete plac\u0301eni od strane dru\u0161tvenih mre\u017ea <\/li>
  2. da koristite pametne taktike dru\u0161tvenih mre\u017ea kako biste podr\u017eali svoj marketing, povec\u0301ali publiku na sopstvenim platformama<\/em> i uve\u0107ali prihod koji ne dolazi od dru\u0161tvenih mre\u017ea.<\/span><\/li><\/ol>\n\n

    U svakom slu\u010daju, va\u017eno je imati na umu da se ove dvije opcije ne moraju nu\u017eno posmatrati kao alternative jedna drugoj.<\/p>\n\n

    \"Kako<\/figure>\n\n

    Kako natjerati dru\u0161tvene mre\u017ee da plate va\u0161 sadr\u017eaj?<\/h2>\n\n

    Isplata od strane dru\u0161tvenih mre\u017ea mo\u017ee se \u010diniti obec\u0301avajuc\u0301om perspektivom, i po\u010dinje da se de\u0161ava na nekim vec\u0301im svjetskim tr\u017ei\u0161tima gdje udru\u017eenja medija sklapaju ugovore sa Google-om i Facebook-om kako bi im bilo pla\u0107eno za sadr\u017eaj koji objavljuju.<\/p>\n\n

    Sve o\u010di su sada (mart 2021) uprte u Australiju, <\/span>trenutno bojno polje u ratu izme\u0111u izdava\u010da i tehnolo\u0161kih giganata<\/span><\/a> (vi\u0161e o pri\u010di <\/span>ovdje<\/span><\/a>, tako\u0111e pro\u010ditajte izjave <\/span>Google-a<\/span><\/a> i <\/span>Facebook-a<\/span><\/a>). Sli\u010dne zakonodavne mjere se uvode ili pripremaju za <\/span>uvo\u0111enje u EU<\/span><\/a>. Kontroverzni i djelimi\u010dni aran\u017emani se sklapaju u <\/span>Francuskoj<\/span><\/a>, <\/span>Njema\u010dko<\/span><\/a>j a, osim toga, sli\u010dni pregovori se vode i u drugim zemljama. Ipak, ovom procesu c\u0301e trebati mnogo vremena da bi do\u0161ao do Zapadnog Balkana i nikada nam nec\u0301e u potpunosti nadoknaditi gubitak digitalnog ogla\u0161avanja.\u00a0<\/span><\/p>\n\n

    Prvi korak na putu ka ovoj soluciji jeste da se vec\u0301ina medija u doti\u010dnim zemljama ujedini i dobije \u010dvrstu podr\u0161ku svojih vlada u vidu uvo\u0111enja zakonodavnih mjera, uskla\u0111ene sa akcijama EU. <\/p><\/blockquote><\/figure>\n\n

    Isto tako, ovo se mo\u017ee pokazati kao veoma rizi\u010dna opcija, imaju\u0107i u vidu podijeljena medijska tr\u017ei\u0161ta i nisku pregovara\u010dku moc\u0301 manjih zemalja u odnosu na tehnolo\u0161ke gigante. Me\u0111utim, skoriji potezi EU i <\/span>saslu\u0161anja tehnolo\u0161kih giganata<\/span><\/a> pred ameri\u010dkim Kongresom, mogli bi dugoro\u010dno promijeniti ovu sliku. Na\u017ealost, EU nije poznata po brzim i odlu\u010duju\u0107im potezima i proces se, iako je izvjesan, mo\u017ee odu\u017eiti godinama. Osim toga, bi\u0107e potrebno jo\u0161 mnogo godina da se pro\u0161iri i usvoji izvan dr\u017eava \u010dlanica EU. Zato je, ipak,\u00a0 jo\u0161 uvijek prerano za projektovanje direktnih prihoda za medije na Zapadnom Balkanu, po osnovu nadoknade od strane dru\u0161tveni mediji za sadr\u017eaj koji korist.\u00a0<\/span><\/p>\n\n

    Mudro koristite taktike na dru\u0161tvenim mre\u017eama <\/h2>\n\n

    Medijske organizacije s ponosom predstavljaju veliki broj pratilaca na dru\u0161tvenim mre\u017eama i \u010desto koriste plac\u0301ene promocije da ih pridobiju. Iako je veliki broj lajkova i dijeljenja odli\u010dan za samopouzdanje medija, ovi brojevi vam nec\u0301e automatski dovesti kupce (TV ekrani, radio talasi, veb stranice, \u0161tampane novine). Ukoliko se koristi bez opreza, ovakva strategija mo\u017ee vas dugoro\u010dno uni\u0161titi.<\/p>\n\n

    U nastavku vam otkrivam gdje konkretno treba biti oprezan: <\/p>\n\n

    1. Reputacijska \u0161teta <\/h3>\n\n

    <\/p>\n\n

    Korisnici znatno manje vjeruju dru\u0161tvenim mre\u017eama u odnosu na profesionalne medije.<\/strong> Razlog je vrlo jednostavan – dru\u0161tvene mre\u017ee su prepune amaterskih, korporativnih, politi\u010dkih i la\u017enih vijesti, koje su formatirane i predstavljene na potpuno isti na\u010din kao i sadr\u017eaji koji poti\u010du iz profesionalne i cijenjene medijske organizacije.\u00a0<\/span><\/p>\n\n

    Ako nemate jak i prepoznatljiv brend, objavljivanje sadr\u017eaja na dru\u0161tvenim mre\u017eama rame uz rame sa svim ostalim sadr\u017eajima koji vec\u0301 kru\u017ee, mo\u017ee umanjiti relativnu vrijednost koju korisnici pridaju va\u0161em sadr\u017eaju. Mediji treba mudro da pristupe izgradnji brenda u o\u010dima svojih korisnika,\u00a0 odolijevaju\u0107i isku\u0161enju kreiranja clickbait-a <\/i><\/strong>– sadr\u017eaja koji \u0107e vjerovatno privu\u0107i veliki broj \u010ditalaca, ali \u0107e istovremeno na\u0161tetiti va\u0161oj reputaciji prepoznatljivog i pouzdanog pru\u017eaoca informacija i vijesti kojima ljudi mogu vjerovati. <\/span><\/p>\n\n

    Grafikon Reutersovog instituta jasno pokazuje zna\u010dajan jaz u povjerenju, posebno u vezi sa te\u0161kim pitanjima od zajedni\u010dkog interesa, kao \u0161to je kriza korona virusa. <\/p>\n\n

    \"Reputacijska-stet\"
    Izvor: Reuters Institute Digital News Report 2020<\/a><\/figcaption><\/figure>\n\n

    \u0160tavi\u0161e, Facebook je nedavno uklonio opciju onemoguc\u0301avanja komentara ispod objava na stranicama i u grupama. To zna\u010di da mediji moraju potro\u0161iti dragocjene ljudske resurse na pravovremeno \u201cmoderiranje\u201c svojih stranica kako bi se izbjegla potencijalna \u0161teta za reputaciju medija od strane trolova, hejtera itd.<\/span><\/p>\n\n

    2. Iscrpljivanje resursa i takmi\u010denje sa samim sobom <\/h3>\n\n

    <\/p>\n\n

    Mnoge medijske organizacije imaju za cilj da postave \u0161to vi\u0161e sadr\u017eaja na kanale dru\u0161tvenih mre\u017ea i \u010desto kreiraju jedinstveni sadr\u017eaj ili provode vrijeme prilago\u0111avajuc\u0301i postojec\u0301i sadr\u017eaj za ove platforme.<\/p>\n\n

    Iako je redovno objavljivanje i prilago\u0111avanje sadr\u017eaja specifi\u010dnostima platforme va\u017eno, ovdje bi klju\u010dna poruka trebalo da bude \u201emanje je vi\u0161e\u201c.<\/p><\/blockquote><\/figure>\n\n

    Ne \u017eelite da svoj medijski ekran, kanal ili veb sajt zamijenite Facebook timeline-om ili newsfeed-om. Isto tako, ne \u017eelite da va\u0161i zaposleni potro\u0161e isuvi\u0161e vremena na \u201chranjenje\u201d sadr\u017eajem platforme vrijedne vi\u0161e milijardi dolara, umjesto na stvaranje vrijednosti za svoju publiku. Uz ograni\u010dene resurse, \u0161to odlikuje ve\u0107inu redakcija danas, postavlja se pitanje koga \u0107ete prvo anga\u017eovati – kreatora sadr\u017eaja koji c\u0301e kreirati jedinstvene, profesionalne pri\u010de za vas ili (mnogo jeftinijeg i lako zamjenljivog) Junior Social Media Manager-a? <\/p>\n\n

    Idealno bi va\u0161i nalozi na dru\u0161tvenim mre\u017eama trebalo da vam slu\u017ee prvenstveno za marketing i usmjeravanje posjetioca ka va\u0161em ekskluzivnom sadr\u017eaju.<\/strong> Ukoliko imate vi\u0161e jedinstvenog kvalitetnog sadr\u017eaja koji mo\u017eete ponuditi svojoj ciljnoj publici, za vas i va\u0161 dalji razvoj \u0107e to biti mnogo va\u017enije od velikog broja slu\u010dajnih pojsetilaca koji skroluju kroz va\u0161e objave na dru\u0161tvenim mre\u017eama od \u010dega vi imate samo registrovan \u201cpregled u trajanju od tri sekunde\u201c. <\/span><\/p>\n\n

    3. Nepouzdanost <\/h3>\n\n

    <\/p>\n\n

    Bez obzira na to koliko ste stru\u010dni u vo\u0111enju profila na dru\u0161tvenim mre\u017eama, nije nemogu\u0107e da do\u0111e do promjene Facebook algoritma bez najave, kao \u0161to se to desilo 2017. i 2019. i ponovo 2019. – 2020. (poslednji put u korist vijesti kao dio odgovora na krona virus), ili da u potpunosti uklone va\u0161u stranicu, iz politi\u010dkih razloga (<\/span>kao \u0161to je to bio slu\u010daju u Australiji<\/span><\/a>) ili iz razloga \u201ekr\u0161enja smjernica\u201c (<\/span>sjetite se neslavne blokade Facebook naloga norve\u0161kog pisca zbog objavljivanja fotografije koja je nagra\u0111ena Pulitzerom<\/span><\/a>).<\/span><\/p>\n\n

    \"Nepouzdanost<\/figure>\n\n

    Za\u0161to bi se takve stvari doga\u0111ale? Jer bi bot mogao posmatrati sliku ili neki tekst u skladu sa svojim uputstvima. Kao rezultat, oporavak va\u0161eg naloga i reputacije na mre\u017ei c\u0301e potrajati danima i nedeljama, a mo\u017eda i du\u017ee. <\/span>Preveliko oslanjanje na dru\u0161tvene mre\u017ee je izuzetno rizi\u010dno i \u010dini va\u0161 medij jo\u0161 ranjivijim na pravila u vezi kojih nemate pravo glasa. <\/strong><\/p>\n\n

    4. Damping cijena i netransparentno izve\u0161tavanje <\/h3>\n\n

    <\/p>\n\n

    Dru\u0161tvene mre\u017ee sebi mogu priu\u0161titi da budu mnogo jeftiniji od gotovo svih ostalih medija. Ne moraju da tro\u0161e sredstva na proizvodnju sadr\u017eaja i mogu da manipuli\u0161u i ponudom i potra\u017enjom, odnosno onim \u0161to se vidi i \u0161to se prodaje na njihovim platformama.<\/p>\n\n

    Platforme dru\u0161tvenih mre\u017ea tako\u0111e mogu da prikazuju podatke na na\u010din koji prosje\u010dnom korisniku nema puno smisla (vi\u0161e detalja prona\u0111ite u narednom linku). Svako ko poku\u0161a da uporedi podatke iz kampanja na dru\u0161tvenim mre\u017eama sa stvarnim saobra\u0107ajem na veb lokaciji <\/span>otkric\u0301e neslaganja<\/span><\/a>.\u00a0<\/span><\/p>\n\n

    Ova neslaganja moguc\u0301e je objasniti najvjerovatnije namjernim kori\u0161c\u0301enjem razli\u010ditih pokazatelja, ali u stvarnosti nisu od velike pomoc\u0301i ogla\u0161iva\u010dima koji \u017eele da vide stvarnu vrijednost svoje investicije.<\/p>\n\n

    Me\u0111utim, <\/span>odsustvo sa dru\u0161tvenih mre\u017ea nije opcija<\/strong>, jer su one obi\u010dno prvi izbor va\u0161e publike, a neiskori\u0161c\u0301avanje dosega (<\/span>reach<\/span><\/i>-a) istih kako biste do\u0161li do va\u0161e ciljne publike bila bi ogromna propu\u0161tena prilika. Sa druge strane, ako ste prisutni na dru\u0161tvenim mre\u017eama, kori\u0161tenje svih njihovih prednosti zahtjeva napredne vje\u0161tine koje prevazilaze redovno objavljivanje sadr\u017eaja i plac\u0301anje dosega. <\/span><\/p>\n\n

    Kako najbolje iskoristiti dru\u0161tvene mre\u017ee? <\/h2>\n\n
    \"Infographic\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

    Izreka popularna me\u0111u onima koji rade u digitalnim medijima ka\u017ee: \u201cAko je va\u0161 poslovni model zasnovan na Facebook-u, vi nemate poslovni model\u201c. Ipak, baviti se medijskim poslom bez Facebook-a (i drugih dru\u0161tvenih mre\u017ea) danas je gotovo nemoguc\u0301e. Ovo va\u017ei ne samo za male medije i startape, vec\u0301 i za velike radiodifuzne organizacije sa milionima gledalaca […]<\/p>\n","protected":false},"author":24,"featured_media":6696,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[66,64],"tags":[],"class_list":["post-6777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brending-i-marketing","category-digitalna-transformacija","ciTrackContent"],"acf":[],"yoast_head":"\nIgra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea - Journalift\" \/>\n<meta property=\"og:description\" content=\"Izreka popularna me\u0111u onima koji rade u digitalnim medijima ka\u017ee: \u201cAko je va\u0161 poslovni model zasnovan na Facebook-u, vi nemate poslovni model\u201c. Ipak, baviti se medijskim poslom bez Facebook-a (i drugih dru\u0161tvenih mre\u017ea) danas je gotovo nemoguc\u0301e. Ovo va\u017ei ne samo za male medije i startape, vec\u0301 i za velike radiodifuzne organizacije sa milionima gledalaca […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/\" \/>\n<meta property=\"og:site_name\" content=\"Journalift\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-18T14:55:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-08T13:19:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/06\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"632\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Petko Georgiev\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Petko Georgiev\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minuta\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/\"},\"author\":{\"name\":\"Petko Georgiev\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#\\\/schema\\\/person\\\/1463a8bc56f60a6f9811cb832efb239b\"},\"headline\":\"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea\",\"datePublished\":\"2021-06-18T14:55:55+00:00\",\"dateModified\":\"2021-07-08T13:19:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/\"},\"wordCount\":1827,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/journalift.org\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png\",\"articleSection\":[\"Brending i Marketing\",\"Digitalna Transformacija\"],\"inLanguage\":\"bs-BA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/\",\"url\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/\",\"name\":\"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea - Journalift\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/journalift.org\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png\",\"datePublished\":\"2021-06-18T14:55:55+00:00\",\"dateModified\":\"2021-07-08T13:19:16+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#breadcrumb\"},\"inLanguage\":\"bs-BA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"bs-BA\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#primaryimage\",\"url\":\"https:\\\/\\\/journalift.org\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png\",\"contentUrl\":\"https:\\\/\\\/journalift.org\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png\",\"width\":1920,\"height\":632,\"caption\":\"Igra-macke-i-misa-medija-i-drustvenih-mreza\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/igra-macke-i-misa-medija-i-drustvenih-mreza\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#website\",\"url\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/\",\"name\":\"Journalift\",\"description\":\"Journalift\",\"publisher\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"bs-BA\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#organization\",\"name\":\"Journalift\",\"url\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"bs-BA\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/journalift.org\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/Journalift-negative.png\",\"contentUrl\":\"https:\\\/\\\/journalift.org\\\/wp-content\\\/uploads\\\/2021\\\/04\\\/Journalift-negative.png\",\"width\":327,\"height\":104,\"caption\":\"Journalift\"},\"image\":{\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/#\\\/schema\\\/person\\\/1463a8bc56f60a6f9811cb832efb239b\",\"name\":\"Petko Georgiev\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"bs-BA\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/bfedfad75dc89625cfce7791d9fe63f4b4d61128ce30749d46db7e26baf9ce61?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/bfedfad75dc89625cfce7791d9fe63f4b4d61128ce30749d46db7e26baf9ce61?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/bfedfad75dc89625cfce7791d9fe63f4b4d61128ce30749d46db7e26baf9ce61?s=96&d=mm&r=g\",\"caption\":\"Petko Georgiev\"},\"url\":\"https:\\\/\\\/journalift.org\\\/bhsc\\\/author\\\/petko-georgiev\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea - Journalift","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/","og_locale":"bs_BA","og_type":"article","og_title":"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea - Journalift","og_description":"Izreka popularna me\u0111u onima koji rade u digitalnim medijima ka\u017ee: \u201cAko je va\u0161 poslovni model zasnovan na Facebook-u, vi nemate poslovni model\u201c. Ipak, baviti se medijskim poslom bez Facebook-a (i drugih dru\u0161tvenih mre\u017ea) danas je gotovo nemoguc\u0301e. Ovo va\u017ei ne samo za male medije i startape, vec\u0301 i za velike radiodifuzne organizacije sa milionima gledalaca […]","og_url":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/","og_site_name":"Journalift","article_published_time":"2021-06-18T14:55:55+00:00","article_modified_time":"2021-07-08T13:19:16+00:00","og_image":[{"width":1920,"height":632,"url":"https:\/\/journalift.org\/wp-content\/uploads\/2021\/06\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png","type":"image\/png"}],"author":"Petko Georgiev","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Petko Georgiev","Est. reading time":"9 minuta"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#article","isPartOf":{"@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/"},"author":{"name":"Petko Georgiev","@id":"https:\/\/journalift.org\/bhsc\/#\/schema\/person\/1463a8bc56f60a6f9811cb832efb239b"},"headline":"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea","datePublished":"2021-06-18T14:55:55+00:00","dateModified":"2021-07-08T13:19:16+00:00","mainEntityOfPage":{"@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/"},"wordCount":1827,"commentCount":0,"publisher":{"@id":"https:\/\/journalift.org\/bhsc\/#organization"},"image":{"@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#primaryimage"},"thumbnailUrl":"https:\/\/journalift.org\/wp-content\/uploads\/2021\/06\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png","articleSection":["Brending i Marketing","Digitalna Transformacija"],"inLanguage":"bs-BA","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/","url":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/","name":"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea - Journalift","isPartOf":{"@id":"https:\/\/journalift.org\/bhsc\/#website"},"primaryImageOfPage":{"@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#primaryimage"},"image":{"@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#primaryimage"},"thumbnailUrl":"https:\/\/journalift.org\/wp-content\/uploads\/2021\/06\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png","datePublished":"2021-06-18T14:55:55+00:00","dateModified":"2021-07-08T13:19:16+00:00","breadcrumb":{"@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#breadcrumb"},"inLanguage":"bs-BA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/"]}]},{"@type":"ImageObject","inLanguage":"bs-BA","@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#primaryimage","url":"https:\/\/journalift.org\/wp-content\/uploads\/2021\/06\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png","contentUrl":"https:\/\/journalift.org\/wp-content\/uploads\/2021\/06\/01-Igra-macke-i-misa-medija-i-drustvenih-mreza.png","width":1920,"height":632,"caption":"Igra-macke-i-misa-medija-i-drustvenih-mreza"},{"@type":"BreadcrumbList","@id":"https:\/\/journalift.org\/bhsc\/igra-macke-i-misa-medija-i-drustvenih-mreza\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/journalift.org\/bhsc\/"},{"@type":"ListItem","position":2,"name":"Igra ma\u010dke i mi\u0161a medija i dru\u0161tvenih mre\u017ea"}]},{"@type":"WebSite","@id":"https:\/\/journalift.org\/bhsc\/#website","url":"https:\/\/journalift.org\/bhsc\/","name":"Journalift","description":"Journalift","publisher":{"@id":"https:\/\/journalift.org\/bhsc\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/journalift.org\/bhsc\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"bs-BA"},{"@type":"Organization","@id":"https:\/\/journalift.org\/bhsc\/#organization","name":"Journalift","url":"https:\/\/journalift.org\/bhsc\/","logo":{"@type":"ImageObject","inLanguage":"bs-BA","@id":"https:\/\/journalift.org\/bhsc\/#\/schema\/logo\/image\/","url":"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/Journalift-negative.png","contentUrl":"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/Journalift-negative.png","width":327,"height":104,"caption":"Journalift"},"image":{"@id":"https:\/\/journalift.org\/bhsc\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/journalift.org\/bhsc\/#\/schema\/person\/1463a8bc56f60a6f9811cb832efb239b","name":"Petko Georgiev","image":{"@type":"ImageObject","inLanguage":"bs-BA","@id":"https:\/\/secure.gravatar.com\/avatar\/bfedfad75dc89625cfce7791d9fe63f4b4d61128ce30749d46db7e26baf9ce61?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/bfedfad75dc89625cfce7791d9fe63f4b4d61128ce30749d46db7e26baf9ce61?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/bfedfad75dc89625cfce7791d9fe63f4b4d61128ce30749d46db7e26baf9ce61?s=96&d=mm&r=g","caption":"Petko Georgiev"},"url":"https:\/\/journalift.org\/bhsc\/author\/petko-georgiev\/"}]}},"_links":{"self":[{"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/posts\/6777","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/comments?post=6777"}],"version-history":[{"count":5,"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/posts\/6777\/revisions"}],"predecessor-version":[{"id":7568,"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/posts\/6777\/revisions\/7568"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/media\/6696"}],"wp:attachment":[{"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/media?parent=6777"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/categories?post=6777"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journalift.org\/bhsc\/wp-json\/wp\/v2\/tags?post=6777"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}