Komunikace veřejných vysokých škol na sociálních sítích

This thesis focuses on the analysis of communication practices used by public universities and their faculties on social media, with a particular emphasis on the Instagram platform. The aim is to map current communication strategies, identify similarities and differences between the university and faculty levels, and determine which formats and approaches lead to higher user engagement. The research combines a quantitative content analysis of posts from selected universities and faculties (a total of 1,000 posts) with qualitative interviews conducted with PR department staff. The results show that effective social media communication is based on consistency, authenticity, visual appeal, and the ability to respond to the needs of various target groups. The practical part of the thesis provides concrete recommendations for improving communication strategies, strengthening collaboration between universities and faculties, and making better use of digital channels in the academic environment.