Sociální sítě jako nástroj pro komunikaci se zákazníky

The aim of this thesis is to find out how companies use social networks for their promotion and communication with their customers. The second task is to research how users of the social networks perceive self-presentation of the selected companies. The thesis is divided into two parts, theoretical and practical. Theoretical part explains the concept of social networks and internet communication. Selected social networks are described in detail including their history and functioning. Furthermore, the companies which are analyzed further in the practical part of the thesis are introduced. The next chapter focuses on possible ways of promotion and communication on the social networks. In the practical part, it is analyzed how the selected companies are presented on the social networks using the observation method and the structured interview. Using the questionnaire survey, users´ view of the work of the selected companies is ascertained. The collected data are eventually appraised.