Využití sociálních sítí v neziskových organizacích

The thesis focuses on utilization of social networks in nonprofit organizations. The goal is to assess how Společnost DUHA and other nonprofit organizations use social networks and suggest optimizations that Společnost DUHA should do for more benefits. It firstly defines what nonprofit organizations are and how they are financed. Then what legal entities they can form and how they market themselves. Additionally, it characterizes social networks and how to communicate on them. As well as what benefits they present and what specifics there are for nonprofit organizations. To achieve the goal, the thesis uses quantitative and qualitative analyses. As for the quantitative one, it analyses thirteen nonprofit organizations. It evaluates what social networks they use and how. The outcomes show the biggest nonprofit organizations in the Czech Republic actively use multiple social networks everyday. On the other hand, smaller nonprofit organizations do not fully potentialize from social networks. Among the most used social networks is Facebook, followed by Instagram, LinkedIn and Twitter. In the last part, the thesis proceeds with the qualitative analysis consisting of how Společnost DUHA utilizes social networks. It also includes a transcript of conversation with a social net-works marketing specialist from Společnost DUHA. The thesis provides new insights to a real nonprofit organization and its perception of social networks. Společnost DUHA is aware of the escalating trend and importance of social networks and is therefore gradually increasing its partic-ipation year by year. At the very end, the thesis formulates exact steps Společnost DUHA should take in order to render their social network management more successful.