Psychometrie na Facebooku a její využití v marketingu malých a středních podniků

In this day and age, when we are able to reach bigger and bigger audiences over social media, there is a continuous need for innovation of our marketing tools in order to be as effective as possible with our marketing activities. Psychometrics can be a powerful tool in this way, but it can also cause significant security risks and privacy interventions if mismanaged. It is important to discuss this tool and convince users to pay attention to protecting their digital privacy as much as they protect their own privacy in the offline world. In this work, we will focus on the definition of the concept of psychometrics and the description of its basic tools SMEs may incorporate in their digital strategies and we will use scientific research methods in order to evaluate the effectiveness of the tools and to create an actual framework for potential use in their marketing activities. We have found that psychometrics analysis and its results can be reproduced for use in online advertising even without extensive knowledge of sociology, statistics, and psychology, and thus can be a valuable tool not only for large advertising agencies but for smaller individual businesses.