Opinion leaders in the blogosphere Runet

The article presents the results of a study of the phenomenon of opinion leaders in the blogosphere. The author considers, blogger-leader - a reputable member blogging community performing the role of organizer, initiator of users interaction, and received by them through its ability to provide timely, high-quality and reliable information. Journalists criticizing bloggers, but actively using the blogosphere in their professional activities. The article presents the stages of change blogging audience - registered users and their distinctive features. Outlined the main problems of methods for determining the degree of credibility of blogs needed to work effectively with the blogosphere as a news source. The author believes that currently there is no universal method for determining the degree of popularity, the credibility of the blog. The most important is the media attention to the publications of the blog, the degree of activity of readers, comments, debate, organization and activity in the dissemination of news. The author presents the features of the bloggers - opinion leaders. The author emphasizes the need to distinguish between bloggers who received a lot of popularity due to popularity in offline, application of special technologies to promote blog, from bloggers who have authority among users and capable of influencing public opinion. The author’s system monitoring and content analysis of an array of blogs and blogging community Runet allowed to clarify the leaders of production and distribution processes of the views of news in the blogosphere Runet, as well as the main effects of their interactions with journalistic communites and audiences. In the article the author presents a typology of bloggers - opinion leaders. Journalists should be to work effectively with information in blogs, to select and analyze the publications, determine the degree of reliability and forms of manipulation, to develop cooperation with bloggers. Attention is paid to the effects of the interaction of opinion leaders, journalists and bloggers: organization of public debates on important social issues, collecting signatures, organizing social and cultural events, charity. The author gives examples of events in which Russian bloggers actively participated, organized a public discussion attracted the attention of journalists and the public to solve problems. The author draws attention to the possibility of opinion leaders in the dissemination of inaccurate reports and forms of manipulative actions. Particular attention is paid to the prospects of interactions bloggers, opinion leaders and journalists.