Návrh možností lepšího využití sociálních sítí mobilními operátory v ČR

The main aim of the thesis is to lay down recommendations on how there can be made a better use of the communication and the activities of the mobile network operators on social networks. The recommendations are based on an analysis of the mobile network operators’ behaviour on social networks by means of selected professional and analytical monitoring tools. The thesis is divided into four parts. The first one comprises a theoretical base in which the social networks are characterized and categorized. In this part, there are also several statistics which focus on the use of the social networks. Moreover, in this part the principles and ways of a specific social networks environment from the point of view of marketing are clarified. The market and the mobile network operators’ services as well as the current trends in this environment are character-ized in the second part of the thesis. The third part is an analytical part. It focuses on a quantitative analysis of the mobile network operators’ behaviour on the social networks while using pre-defined indicators which are monitored by means of the minutely de-scribed professional tools. On the basis of the conclusions and the analysis evaluation in the last part of the thesis, there is a set of recommendations in matters of the social networks administration provided by the mobile network operators.