Analýza a návrh metodiky využití sociálních sítí pro marketing

Abstract

The presented thesis aims to clarify the terms “social network” and “social media”, analyses the most popular social networks and explains their functioning from the enterprises’ point of view. Subsequently, there are several tools for monitoring social networks and behaviour of their visitors which are introduced throughout the text. These tools are categorized into four groups – international tools, Czech tools, Facebook tools and Google tools. Additionally, the advantages and disadvantages of social networks’ marketing are summarized in the paper as well, taking into consideration its legal impact. Analytical part of the thesis is focused on implementing marketing methodology in social network Facebook. The methodology describes actions to be taken in order to establish company’s page, to attract fans, to analyse extracted data, to appropriately set up communication and advertisements and to take advantage of the received feedback.