This thesis aims to analyze the situation on the field of public business and social networks in the world and Czech Republic. It represents the types of software designed for implementation in a business environment and subsequent processing of the relevant data obtained from these networks. The second part focuses on the area of the Public Relations in the local business environment, identifying opportunities for evaluating the contribution for the company and discusses how PR links with emerging trends of everyday use of virtual social networks in companies and in corporate environments.

This research paper aims to investigate the role of enterprise social network to address these concerns such as knowledge sharing and collaboration. The authors have considered a case study based research approach as it is the best method to answer the research question. The leading multinational Bus and truck manufacture Scania was considered for our case study. The study has been done by researching the impact of enterprise social network tools such as Yammer and Lync and their attempt to answer these challenges in the organization. The paper concludes with the analysis based on the empirical findings and theoretical frame of reference. Suggestions and recommendations for further research in this area have also been mentioned in the concluding part of the thesis.

Internal communication is a subject increasing in importance. This subject has, as many other things, been influenced by the Internet-based and connected world that we live in today. As a result, Enterprise Social Networks has appeared as a tool for organisations to use. While the usage of this tool is growing, the existing research on the subject is yet very limited. So is the research on employees‘ needs when it comes to internal communication. In this study, we aim to fill these gaps, by exploring the use of these enterprise social networks from an organisational actor‘s perspective. In order to fulfil this purpose, a qualitative case study within multiple embedded units of analysis was used. The empirical material was gathered through in-depth semi- structured interviews as well as observations. Furthermore, we took on real-life experience by using the ESN tool ourselves. Several themes were then identified using a thematic analysis. By using this method, we conclude that organisational actors use ESNs for private, public and remote communication. We also provide the reader with five characteristics of ESNs that are perceived as important by organisational actors, namely; easy to learn, easy to use, accessible, informal and avoids disturbance. Several perceived outcomes resulting from ESN usage is then identified. We conclude the study by explaining that if organisations identify a need for an ESN, use it in the right way, and have the appropriate culture, the implementation of an ESN can be very beneficial. This, as organisational actors experience it as a good tool for internal communication.

Under de senaste åren har användningen av interna sociala nätverk (ISN) markant ökat. En orsak till detta kan vara den ökade användningen av publika sociala nätverk (så som Facebook eller Twitter) på arbetstid, då detta tenderar att sänka arbetsmoralen och effektiviteten hos de anställda. Ett ISN fungerar i princip som ett socialt medium, men dock innanför ett företags eller organisations interna väggar och fokuserar mer på att främja samarbete, kommunikation och kunskapsutbyte. Detta examensarbete utreder hur man kan implementera ett ISN i en mindre organisation och få det att leva i ett företags vardag. Vanligtvis används ISN inom större företag för att främst hitta och dela kunskap inom organisationen.I denna avhandling kommer jag (baserat på genomförda metoder) skräddarsy ett gränssnitt för Xtractor Interactive AB i ett ISN som heter Totara Social. Studien kommer att fokusera på tre olika faktorer som är utvecklade för att motivera användningen av interna sociala nätverk, i syfte att skapa mervärde för de anställda i den dagliga verksamheten. / In recent years, the use of internal social networks (ISN) has significantly increased. One reason for this may be due to the increased use of public social networks (such as Facebook or Twitter) during working hours. This tends to lower the morale and efficiency of employees. An ISN basically acts as a social medium fixed inside a company or organization's internal walls and focuses more on promoting cooperation, communication and exchange of knowledge. As one would implement an ISN within a corporation to mainly find and share knowledge. This thesis investigates how to implement an ISN in a smaller company and getting it to live within the organization. In this thesis, I will (based on the conducted methods) customize an interface for Xtractor Interactive AB in an ISN called Totara Social. The study will focus on three different factors that are developed to motivate the use of the internal social networks, in order to add value to the employees in everyday business.

This diploma thesis deals with the matter of internal communication methods from the point of view of today's young generation, so called generation Y. It aims on the enterprise social networks. The thesis is divided into the two common parts: the theory and the research. In the theoretical part there is a brief introduction into the field of internal communication; and the communication methods are put into the process of Communication. Further the specific methods for internal communication are introduced. The segment of enterprise social networks as a new way within the internal communication is introduced further mote. The research is connected to the theoretical part and focuses on the position of the generation Y to their potential usage of enterprise social media in internal communication within a certain company. This research is in compliance with the proposed strategy.

Enterprise social network software platforms (ESNs) are increasingly being deployed in firms across almost every industry as a means of fostering employee collaboration. Although benefits in increased productivity, innovation, and employee engagement are highly touted, there is a high failure rate of these deployments. This often occurs because (1) there is a misapplied focus on technology adoption rather than adoption of the employee behaviors that are ultimately required to obtain those benefits, and (2) it is unclear what those behaviors are and how to measure them. “Working Out Loud” is one possible framework for understanding and measuring the behaviors necessary to fulfill the promise that ESN vendors advertise. It is loosely described as doing work in a way that makes it visible to others, and is often associated with the use of social business tools. As these tools proliferate within organizations, the Working Out Loud concept is becoming increasingly popular as an organizational and individual goal and mantra among social software vendors, their customers, and leading pundits and consultants in this space. Many benefits have been associated with Working Out Loud; however the concept is still somewhat amorphous. No attempts have been made to quantify it and little research has been done on whether the benefits attributed to it really exist. The common industry definition of Working Out Loud identifies two separate behaviors: narrating one’s work in the form of blog posts, status updates, etc. (typically individual behavior), and performing work in a transparent and observable way through the use of an enterprise social platform (typically group or team behavior). This research hypothesizes that these two behaviors do exist and are related but distinct, and thus scales can be developed to measure each. A survey was given to employees of Lexmark International, Inc. (the author’s employer). Exploratory and confirmatory factor analyses performed on the data confirmed the hypothesis and resulted in scales for individual and group Working Out Loud that are designed to be minimallyintrusive so as to enable both researchers and practitioners to track an organization’s Working Out Loud behavior on an ongoing basis.

Il semble admis aujourd'hui, tant dans les discours d’entreprise, la littérature managériale et de conseil que dans les études scientifiques, que la performance des organisations repose essentiellement sur la capacité à innover, à constituer une intelligence collective, à capitaliser sur les savoirs et pratiques des collaborateurs dans une société de l’information. Pour cela, les plateformes collaboratives de type réseau social d’entreprise (RSE) se déploient massivement afin d’offrir un outil performant pour la formalisation, la centralisation et la gestion des connaissances. Elles s’inscrivent dans la continuité des transformations des organisations vers des organisations collaboratives, dans le sens où la collaboration désigne un mode d’activité collective où les interactions se font directement, sans intermédiaire, par opposition à la coordination extérieure des tâches. Cependant, la collaboration au sein de communautés en ligne semble à première vue relativement spécifique et cela pour deux raisons. Premièrement parce qu’il s’agit de pratiques collaboratives se référant à un idéal communautaire dans un contexte organisé, hiérarchisé avec des règles instituées. Deuxièmement, il s’agit de pratiques collaboratives spécifiques parce qu’il s'agit d’une collaboration animée et que les problématiques d’animation sur les communautés en ligne semblent être prioritaires pour permettre et assurer la collaboration. En effet, le rôle du community manager, manager / animateur / gestionnaire de la communauté virtuelle apparaît comme central dans les stratégies de collaboration en organisation et cela non seulement dans le lancement, l’alimentation, l’incitation à la logique collaborative, derrière l’apparence de spontanéité et de prise en main par les acteurs, mais également et de façon plus structurelle, dans l’instrumentalisation marketing et managériale de la socialisation. / Today it seems to be commonly recognized in corporate communication, business publications, as well as in scientific publications, that in our information society the ability to innovate, to build collective intelligence and to capitalize on the knowhow and behavior of the coworkers are essential to the organization performance. For that purpose, collaborative platforms such as Enterprise Social Network (ESN) are massively deployed to provide a powerful tool for formalization, centralization and knowledge management. They support the continuous transformation of the current organizations towards collaborative organizations, in the sense that collaboration means a collective approach of the activity with direct interactions without intermediates at the opposite of the coordination by a third party. However, the collaboration within online communities seems at first rather specific for two main reasons. The first reason is that these collaborative practices indeed refer to a community idealistic model but within a well-organized and hierarchized context with its established rules. The second reason is that we are talking of specific collaborative practices in the sense it is a facilitated collaboration and that finding the right way to manage online communities is key to enable and to ensure collaboration. Indeed, the role of the community manager, manager / facilitator / administrator of the virtual community appears to be a central role in the collaboration strategy of a given organization. Behind the appearance of spontaneity and self-sufficiency of the members, it is a central role not only to launch the community but also to keep it up and running as well as to motivate the members to collaborate. It is also essential and in a more structural way in the marketing and managerial instrumentalization of socialization.

Thesis describes social networks as a new tool, which affects the way how people use in-ternet and how they communicate. This relatively new technology and trend is firstly de-scribed from technological perspective, which is in harmony with Green ICT. In detail describes contributions of virtualization, cloud computing and Web 2.0 which allowed this innovation in a first place. On the other side it describes social networks from sociological perspective as simple adapting to natural development, which doesn't require any big be-havioral changes. It seems that it is just another step in development of tools for infor-mation exchange and communication. Secondly thesis separates enterprise social network and characterize their potential application inside the company for supporting operation, communication, documents and information sharing, managing or decision making. Thesis analyze and compare current available enterprise social networks and creates multi-criteria matrix, which provides manual or guide for choosing the right ESN tool according to company's preferences. Simultaneously based on sample activities and dealing various situations from project management, compares communication by using enterprise social network with communication via email. On this examples demonstrate added value by using enterprise social networks by knowledge workers in the meaning of more effective cooperation and higher employee satisfaction.

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