Měření komunikace a chování firem na sociálních sítích

This thesis focuses on measuring company´s communication and behaviour on social networks. To capture the interaction between the company and its users the thesis uses web analytics tools. Therefore, the main objective of the thesis is analysis of these tools. To achieve this goal, the thesis characterizes social networks and their marketing opportunities for business promotion. Thanks to this, needs of using these tools is identified. The needs are: competitive analysis, optimizing communication, measuring achievement of objectives or detection competitive viral content. Research questions were determined and then analysis tools found answers to research questions. It was found that the tools provide various views of data and create a complete system for measuring and analysing behaviour and communication companies on social networks. The results were validated in a case study focused on the Facebook profile of the University of Economics in Prague. The study analysed the interaction profile of the school and its users and compared with others schools. In the results the analysis tools are validated and it is designed recommendation for improve engagement. This thesis revealed strengths and weaknesses of tools for measuring company´s communication and behaviour on social networks. It was found that these tools have wide range of use. They can be used for understanding the company's profile, its users, for purposes of competitive analysis, monitor corporate goals and optimize communications on social networks.