This thesis deals with the use of the social Networks for Competitive Intelligence theme in Provident Financial. The main objective of this thesis is to propose the set of recommendations for the effective use of social networking of the company. The recommendations are based on the analysis made for use of social networking by the competitors. The first part of the thesis deals with the issue of the social networking and competitive intelligence. The theoretical part of the thesis explains the social Networks concept and presents the selected Czech and World social Networks and explains the CI concept. The practical part of the thesis presents Provident Financial, the current condition of social networking and company CI. The main competitors are analyzed by the social networking activities. This analysis of the competitors is summarized into one report containing the benchmark ratings. The results of the benchmarking serve as a basis for the set of recommendations for the effective use of social networking of Provident Financial.

Diplomová práce řeší problematiku sociálních medií v marketingové komunikaci vybrané společnosti. Cílem této práce je analyzovat současný stav marketingové komunikace na sociálních sítích dané společnosti a navrhnout nové řešení pro využití vhodnějších médií. První část je věnována problematice marketingu, marketingové komunikaci a sociálním sítím. Analytická část poté studuje vnější prostředí společnosti spolu s konkurencí a situací uvnitř společnosti. Poslední část představuje možné návrhy řešení, jak vylepšit marketingovou komunikaci společnosti na sociálních sítí, spolu s analýzou jejich efektivity, návrhu kampaně na tuzemském trhu spolu s dosahem zahraničních trhů a přihlédnutím na konkrétní produkt.

Target of master's theasis is find, analyze and identify all risks of online marketing communication Engine Tables. The theoretical part describes theoretical basics of marketing, basic concepts of marketing and methods of work. In the analytics part are basic information about company, marketing problems, PEST analysis, market analysis and competition. I will analyze all risk, that may happen at online marketing enviroment. In the last part are all results, their efficiency, financial demands and contribution of individual solutions.

The thesis presents general principles of data mining and it also focuses on specific needs of social networks. Certain social networks, chosen with respect to popularity and availability to Czech users, are discussed from various points of view. The benefits and drawbacks of each are also mentioned. Afterwards, one suitable API is selected for futher analysis. The project explains harvesting data via Twitter API and the process of mining of data from this particular network. Design of a mining algorithm inspired by density based clustering methods is described. The implementation is explained in its own chapter, preceded by thorough explanation of MVC architectural pattern. In the end some examples of usage of gathered knowledge are shown as well as possibility of future extensions.

This diploma thesis focuses on social media phenomenon from a surveillance studies perspective. It perceives social media as a sphere, where many kinds of surveillance are realized. From those applied by partners to those driven by commercial interests. The thesis is divided into a theoretical and empirical part. The theoretical part concentrates mainly on explanation of the connection between some important surveillance theories with the current surveillance practices on social media. The empirical part allows readers to understand how selected users of social media reflect surveillance and the loss of privacy associated with it.

This study started off during the spring of 2017 and had the goal of with the aid of a competitive analysis create a new social media strategy for the company Spree. During the last years, digitalization has grown increasingly and has become more integrated in our society. Together with the digitalization, the use of social medias has increased, both for personal use and for business use. For companies, the use of social medias is still relatively new, so a designed and developed social media strategy can be crucial for a company to reach out in the right way and to the right target group. This study show that a well-designed social media strategy can be created with the aid of a competitive analysis together with a deeper analysis of the company’s own social medias. The analysis of the company’s own social medias helps to illustrate the current flaws that exists, while the competitive analysis assist in finding relationships that can help the company get an apprehension of what their main focus should be on. / Denna studie borjade under varen 2017 och hade som mal att med hjalp av enkonkurrensanalys skapa en ny sociala medier-strategi for foretaget Spree. Under desenaste aren har digitaliseringen vaxt allt mer och blivit mer integrerad i vartsamhalle. Tillsammans med digitaliseringen har aven anvandningen av socialamedier okat, bade for den enskilda individen samt for foretagen. Men att anvandasociala medier for foretag ar fortfarande relativt nytt, sa att ha en utformad ochvalplanerad sociala medier-strategi kan vara avgorande for att na ut pa ratt satt ochtill ratt malgrupp. Denna undersokning visar att en val utformad sociala medier-strategi kan skapasmed hjalp av en konkurrensanalys tillsammans med en djupare analys av foretagetsegna sociala medier. Analysen av det egna foretagets sociala medier hjalper till attbelysa de nuvarande brister som finns, samtidigt som konkurrentanalysen bistar tillatt hitta samband som kan hjalpa foretaget att fa en uppfattning om vad de borfokusera pa.

Engagement. This has become a key concept in the field of marketing. The concept of "engagement" is utilized to describe the way users instantly engage with brands using clicks, reactions, comments, and sharing. Brands and advertisers utilize media platforms to increase brand awareness and create customer-engaging content. In recent years, most platforms have utilized motion graphics and animations to produce more dynamic content, separate themselves from competitors, and create engaging content. Nevertheless, is it possible to increase engagement by using animation principles? The objective of this research is to gain an understanding of how the principles of animation can be used to improve engagement on LinkedIn, as well as the impact these principles may have on social networking site platforms, and to determine which types of content are the most engaging. The following research question was asked: RQ1: How does the use of animation principles in dynamic posts influence the level of engagement on LinkedIn compared to static posts? In this study, an inductive and empirical approach through the Visual Attention Theory was used. A quantitative content analysis was performed on the companies' LinkedIn profiles to gather data on engagement. The content analysis was performed on LinkedIn in a real-world scenario using Ny Studio, Grace Studio, and Saga Production’s accounts. In total, 18 posts—three static and three dynamic were uploaded on each of the company's LinkedIn accounts. The collected data was inserted into the engagement metric to be further analyzed. Compared to static posts on LinkedIn, the dynamic post with the principles of animation did not yield significantly higher engagement. The animation of principles does, however, affect a post's comments, reactions, and shares. At the same time, static posts showed higher engagement in terms of views and clicks. The independent t-test resulted in a significant (p < 0.001) value for the engagement metric of clicks. This reveals that static post engagement on clicks does differ substantially in this study compared to dynamic posts. The findings contribute to the limited understanding of how dynamic LinkedIn affects user engagement and have laid the groundwork for further research in this area.

This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. It is a qualitative research that was conducted using mixed methods of case study, ethnography and corporate ethnography, where I benefited from my privileged role as a researcher and an employee to gather and use restricted and confidential data and information. This gave the study a broader perspective and, therefore, a better understanding of the phenomena from different focal points. However, knowing the limitations that being professionally involved with the company might bring, I have built my research on extensive literature and framed it within theories of 1. Social Media Marketing, 2. Brand Identity, and 3. LinkedIn Affordances, finding objectivity by justifying my thoughts or personal experiences with existing literature and theories. The study was conducted by gathering all LinkedIn posts after the launch of the company’s new website, considered the greatest event regarding communications. Hence, A total of 59 posts were then analysed and coded into the six main LinkedIn affordances (1. Networking, 2. Building a Connected Identity, 3. Personal and Professional Branding, 4. Professional Knowledge and Skills, 5. Communication and Etiquette, 6. Seeking and Securing Opportunities). The presented empirical data revealed how this case study located in Finland is no exception to the high potential organisations see in social media as part of their marketing and communications strategy and manifests several behaviours and uses explained along the 3. Literature Review, and 4. Theoretical Framework sections.

This study aims to explore the factors perceived as central for individuals who have undergone retraining to be recruited into their new profession. Specifically, it explores the factors that contribute to securing employment in the new profession after retraining. This with a focus on identifying any factors that hold greater significance in the recruitment process. Recruiting based on potential involves looking beyond a candidate's current skills and assessing their ability to grow and exel in a specific role or organization. By evaluating their past experiences and comparing them to the desired qualifications, recruiters aim to identify individuals with capacity for learning and development. Data was collected through 16 semi-structured interviews, and a qualitative methodology was employed. The theoretical framework guiding this research incorporates Pierre Bourdieu's concepts of social and cultural capital, Mark Granovetter and Lin Bian's concepts of social networks, and Lin's concept of homophily whichresults in homosociality and homogeneity. The findings reveal that certain factors play a more prominent role in securing employment after retraining. These factors include the individual's social capital and social network, compatibility and consensus during the interview, charisma and social skills, as well as academic qualifications and previous work experience. Additionally, the study highlights the significant role of the social media platform LinkedIn, both as a means for candidates to expand their social network and also for showcasing their skills. Overall, this study provides valuable insights into the factors influencing the recruitment of retrained individuals, emphasizing the importance of social and cultural capital, social networks, and social compatibility in securing employment opportunities. The implications of these findings are relevant to employers, retraining programs, and policymakers, offering guidance for the development of effective employment strategies for retrained workers.

The purpose of this bachelor's thesis is to study the strategic communication within companies in the IT industry that operate on LinkedIn. The study was conducted with a multiple qualitative interview approach, where the data consisted of four interviews with four communication professionals from different companies. The analysis was constructed through the lens of Pierre Bourdieu’s field theory and his key concepts of field, capital and habitus to identify the structure of successful communication on LinkedIn. This study reaches the conclusion that LinkedIn can be viewed as a field with competitors competing for the right to be seen through strategic tactics and investments of digital, social and economic capital. Digital capital becomes the most important capital for communication on LinkedIn, without it the other capitals lose their purpose. The larger companies have a more favorable habitus for LinkedIn communication than the smaller competitors as they have structural advantages in the organization to teach their staff new knowledge (new habitus). / Syftet med detta kandidatarbete är att studera den strategiska kommunikationen av företag inom IT-branschen som verkar på LinkedIn. Materialet samlades in med en multipel kvalitativ intervjustudie, där data bestod av fyra intervjuer med fyra kommunikationsproffs från olika företag. Analysen konstruerades genom linsen av Pierre Bourdieus fältteori och hans nyckelbegrepp av fält, kapital och habitus för att identifiera strukturen för framgångsrik kommunikation på LinkedIn. Denna studie når slutsatsen att LinkedIn kan ses som ett fält med konkurrenter som tävlar om rätten att synas genom taktiker och investeringar av digitalt, socialt och ekonomiskt kapital. Digitala kapital blir de viktigaste kapitalet för LinkedIn-kommunikation, utan det tappar de andra kapitalen sina syften. De större företagen har en mer gynnsam habitus för LinkedIn-kommunikation än de mindre konkurrenterna då de har strukturella fördelar i organisationen för att lära sin personal ny kunskap (ny habitus).