This diploma thesis deals with the use of social networks for business support. Its main focus lies in designing a strategy for working with Facebook's social network of Coffee Media s.r.o. The first part of this work summarizes general theoretical knowledge from the field of social networks and competitive intelligence. The individual concepts are explained and the area that the thesis deals with is determined. The second part of this work consists of the proposal of the web solution of Coffee Media. The first is the comparison of individual web site creation options, the key factors and creative requirements are determined, according to which the most suitable solution is then selected. With this solution, websites are subsequently designed and implemented. The third part deals with a detailed analysis of competition in the field of online marketing. Four competing companies are selected and their work with the Facebook social network is analysed. The analysis is carried out using both a customized method and a free specialized tool. Based on this analysis, individual trends in Facebook social networking are determined. The last part proposes detailed strategy for working with the Facebook social network. In this strategy, a publishing plan for contributions is designed and individual advertising campaigns are designed to promote Coffee Media.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:358815 |
| Date | January 2017 |
| Creators | Mysliveček, David |
| Contributors | Molnár, Zdeněk, Gála, Libor |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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