Strategie marketingové komunikace na sociálních médiích Národní galerie v Praze a Centra současného umění DOX

The thesis deals with the strategy of social media marketing communication of the representative culture institutions. The aim is to analyze the social media presentation of these institutions and describe their strategies, afterwards draw a comparison between the galleries and evaluation. The theoretical part is devoted to social media in general, especially to Facebook as a new tool of marketing communication. Besides other things the theoretical part is focused on brand promotion, creating a social media strategy and making a specific content. The practical part of the thesis describes the social media promotion of the representative institutions, their strategy of communication, the tonality, also it is focused on communication with their fans. The outcome of the practical part is the comparison of their strategies and final evaluation of utilization all the potential.