Sharing Media Content in Social Media: The challenges and opportunities of user-distributed content (UDC)

The article explores the distribution of mass media content by the online audience that connects by using the different social platforms, such as Facebook, Twitter and WhatsApp. The focus is on the new and developing concept of user-distributed content (UDC). From the viewpoint of media organisations, UDC is a process by which the mass media converge with online social networks through the intentional use of social media services and platforms in an effort to expand the distribution of media content. UDC does not have a long trajectory as a study object in media studies. The study suggests that practices related to UDC can be more strongly incorporated into management and journalism in mainstream media organisations, and that the distribution of media content can rely increasingly on the communication structures among the online audience. In the review of the UDC practices, complimented with interviews with Spanish and Finnish journalists, practitioners can find keys for a better understanding of audience management as part of the content distribution process.