The purpose of this diploma thesis is to analyze the different possibilities of using social networks in marketing, and to compare the situation in the Czech Republic with the rest of the world. In the theoretical section, the term social network is clearly defined and the historical development of social networks and their popularity in the world and in the Czech Republic are discussed. Later, the thesis focuses on individual components of marketing strategy and marketing mix and their implementation on social networks. The key part of the thesis centers on the discussion of different marketing tools, which are used on the most popular social networks today and provides practical examples of their use. The final chapter is a detailed analysis of the marketing strategy and communication campaigns within the most successful companies on social networks in order to identify the reasons for their success. These conclusions are then compared with marketing activities on social networks in the Czech Republic. Finally, the thesis compares the way in which international firms that operate in the Czech Republic are using social networks for marketing abroad and in our country.

The main aim of this thesis is to verify the suitability of the use of Facebook as the main tool of communication mix within a specific marketing campaign. Individual Facebook applications will be analyzed and provide the basis for the practical part of the work. On this basis, the project consists of using social networking site Facebook for a particular company and will subsequently be analyzed in two campaigns that take place on the social network. The analysis will be carried out market research among potential customers of the company. The analysis of the results of research respondents reveals the structure of social networks the target group. The operational objective will design and content of subsequent Facebook campaign for the company.

The purpose of this diploma thesis is to analyze marketing through social networks. The first chapter is focused on Internet, marketing and communication mix. In the second chapter there are discussed social networks and their history. Moreover, this chapter also characterizes generations X, Y and Z. The key part of the thesis aimed to analyze each of social networks such as Facebook, Twitter, LinkedIn and Google+. Main attention is given to provide a detail view of social media tools and possibilities that companies can use for marketing.

Abstract The main purpose of this thesis is to analyse websites and Facebook profiles of chosen brands of Nestlé company and their competition. This thesis is divided into two parts - theoretical and practical. The theoretical part deals with basics of methodology of evaluating websites and Facebook profiles and consists of following parts: graphics and design of websites, visibility on the internet, SEO, information, technical solutions, applicabillity, accessibility and Facebook. All these parts are essential for assessment methodology. The practical part contains the assessment itself according to created methodology. Eleven selected websites and facebook profiles are assessed here. Furthemore, all results are summerized in this part and conclusions as well as recommendatins are drawn from them. The main contribution of this diploma thesis is a comprehensive comparison of selected websites and Facebook profiles of Nestlé company and recommendations made on the basis of the comparison.

This thesis is an analysis of the internal and extrenal communication of a small IT company business communication s.r.o. with emphasis on social media. The theoretical part of this paper deals with the use of social networks by individuals and companies in the Czech Republic and abroad. The practical part introduces the reader into the company business communication and its business practise, analyses its current internal and external communication, especially via social networks, and identifies the problems the company is facing in this area. The result of this thesis is a proposition of changes designed to lead to a better use of social media by this company.

The aim of the following thesis was to create a set of principles for crisis communication on Facebook. Presence in social media has become a standard part of any promotional mix. However, not every company fully recognizes the advantages and drawbacks of this tool. Once something goes wrong, the reputation of a company can be seriously endangered. The potential harm grows, when dealing with the issue is presented publicly. The thesis provides an analysis of how the emergence of social media changed the classical PR and a theoretical frame for a company's communication in case of negative publicity. In the analytical part two surveys were conducted, one within consumers to analyze their attitude towards making complaints on Facebook and the other one with social media experts by discussing their experience and opinions on this issue. Based on these findings, a set of 10 recommendations for crises on Facebook were formulated.

Online social networking sites continue to grow as a medium of consumption, acting as a changing force for interpersonal communication and media interaction. It is important to understand how and why each demographic segment is using these sites. Facebook is the most popular social networking site in the U.S., with older adults representing a substantial portion of the site’s growth. Previous studies have investigated the use of Facebook among college students and young adults; however, older age demographics are a fairly new segment to the online social networking landscape that has not yet been investigated. Through a large-scale online survey, this study represents the first empirical investigation of Facebook members age 35 and older. Findings provide a baseline of knowledge for understanding time spent, frequent activities and gratifications obtained by this audience on Facebook. Results indicate adults 35 and older allocate a substantial amount of time to the site and use it most often for communication with people in their network. While many activities on the site were found to be similar between older and younger audiences, adults 35 and older in this study reported more passive activities of surveillance rather than participation. Factor analysis yielded five gratification factors for Facebook of which three were salient against the 35 and older audience: interpersonal habitual entertainment, passing time and self-expression. Exploratory open-ended questions also revealed some additional unique possible motives to be considered in future research among this audience.

Magíster en Análisis Sistémico Aplicado a la Sociedad / La presente investigación buscó describir la cultura del movimiento de protesta #YoNOPrestoelVOTO en Facebook, que levantó el tema de la autoexclusión del sistema político a través de la abstención electoral en Chile, a propósito de la entrada en vigencia en 2012 de la Inscripción Automática en registros electorales para los y las ciudadanos/as mayores de 18 años y el voto voluntario. De modo que, cuando el sistema político flexibilizó la inclusión, la sociedad movilizó el conflicto hacia la autoexclusión, y la abstención electoral llegó a alcanzar el 80% en Elecciones Primarias (SERVEL, 2013b). Siendo Internet un terreno indeterminado desde la perspectiva de la Teoría de Sistemas de Niklas Luhmann, la reconceptualización de la cultura como médium específico del sentido (Laermans, 2007) orientó las observaciones sobre esquemas de distinción que se condensan y confirman en las comunicaciones de los usuarios de esta página en Facebook, dilucidando los fundamentos tras la abstención electoral como protesta en este escenario tecnológico. A partir de un diseño metodológico mixto, orientado por el constructivismo sociopoiético y la observación de segundo orden (Arnold, 2003), se logró aprehender el flujo comunicacional de un entorno virtual. Los principales resultados revelan la co-existencia de dos culturas que se interpelan en el ciberespacio construyendo una observación conjunta y antitética sobre el sistema político chileno, guiados por el esquema abstención / sufragio. Asimismo, se aprecia en la cultura abstencionista el cuestionamiento y pérdida de significación del código del poder gobierno/oposición, probabilizado por la consideración del objeto tecnológico como herramienta de estrategia política

This study has analyzed how the youth in Sweden between the ages of 16-20 socialize and describe themselves on social media as compared to the reality, and more specifically on Facebook as a social media platform. The purpose is to examine the construction of the identity that is built online by these young people as compared to the one shown in reality. To examine this and find result, this study has been using a qualitative interview study as a method. Furthermore, this study examines three questions; how do young people experience their communication on Facebook? How and what kind of identities are created on Facebook as a source of social media by these young people? In what way is the identity of the youth on Facebook different to the one in reality? The study has taken support and inspiration from the theories of attention society by Gillberg (2014) and modernity and social identity by Giddens (1991).   The result shows that the main purpose of the use of social media by the studied youth is for communication and self construction of identity. The main message that the youth want to portray is that they live an ideal life (which shows to not be the case at all times). / Denna studie har undersökt hur ungdomar i Sverige mellan åldrarna 17-20 upplever att de socialiserar och beskriver sig själv på Facebook gentemot verkligheten. Metoden som har använts för att kunna ta reda på detta är en kvalitativ intervjustudie. Studien har tre frågeställningar; Hur upplever ungdomar sin kommunikation på Facebook? Hur och vilka sorters identiteter skapas på sociala medier (specifikt på Facebook) av dessa ungdomar? På vilket sätt är ungdomarnas identitet på Facebook annorlunda till verkligheten?. Studien har tagit stöd och inspiration från teorierna om uppmärksamhetssamhället av Gillberg, 2014 och modernitet och social identitet av Giddens, 1991. Resultatet visar att huvudsyftet med användandet av sociala medier av den studerande ungdomen är kommunikation och själv-konstruktion av identitet. Det viktigaste budskapet som ungdomarna vill skildra är att de lever ett idealiskt liv (vilket inte alltid är fallet).

En la actualidad las redes sociales se han convertido en un medio para que las empresas hagan conocidos sus productos o servicios de manera rápida, llegando a un gran número de personas. Mediante el uso de las mismas, se ha modificado la manera de hacer publicidad llegando a innovar en los métodos y a su vez obteniendo la ventaja de estar cerca a sus consumidores, conociendo sus necesidades, su perfil e interactuando con ellos. El presente Trabajo de Suficiencia Profesional está orientado a demostrar que el uso de Facebook fue el medio más efectivo para que la microempresa “Los Sanguchones de Kike” haya captado nuevos clientes. Para la base teórica se utilizaron los temas: marketing digital, estrategia del uso de redes sociales, investigación de mercados y microempresa. Se plantearon objetivos específicos, los cuales consistieron en (i) medir cómo la interacción de la página de Facebook impactó directamente al incremento en las ventas (ii) la recordación de los productos que generan las publicaciones y finalmente (iii) la comparación en alcance y costo del uso de esta red social frente al de los métodos tradicionales (específicamente volantes). Para el cumplimiento de estos tres objetivos se desarrollaron diversas investigaciones para cada uno, con la finalidad de obtener datos relevantes y sustanciales. Luego de analizar los datos obtenidos, se tuvo resultados favorables para los tres objetivos específicos, por lo cual se logró el objetivo general: Demostrar que el uso de Facebook fue el medio más efectivo para que “Los Sanguchones de Kike” haya captado nuevos clientes. Palabras clave: Redes Sociales, Facebook, Microempresa, “Los Sanguchones de Kike”, Marketing Digital, Internet, Web 2.0. / Nowadays, social media has become an important and fast way for companies to promote their products and services, reaching to a great number of people. The use of social media, has changed the way of advertising, and has innovated the ways of doing it. At the same time, companies using social media have gain the advantage of being closer to their consumers, making it easier for the company to know their needs, their profiles and also to interact with them. This study of Professional Sufficiency is oriented to demonstrate that the use of Facebook was the most effective way for the microenterprise “Los Sanguchones de Kike” to obtain new customers. The theoretical base was established by using the following concepts: digital marketing, social media strategy, markets research and microenterprise. We setted the specific goals for the study, which consisted in (i) measuring how sales increase and (ii) product remembrance were strongly correlated to the interaction through the posts from their Facebook page, our last goal consisted in (iii) comparing the scope and the cost of this social media versus traditional marketing methods (i.e. flyers). In order to fulfill the aim of the study, we developed several types of research for each goal, with the purpose of obtaining relevant and substantial information. Having analysed our results, we were able to achieve our specific goals; hence, we also achieved our main goal; this means that we were able to demonstrate that the use of Facebook was the most effective way for “Los Sanguchones de Kike” to obtain new customers. / Trabajo de Suficiencia Profesional