Specifika propagace na sociální síti LinkedIn

This bachelor thesis focuses on social media marketing, specifically on LinkedIn. The aim of the thesis is to create a plan for publishing posts of a company focused on OSH and fire protection and then to evaluate the success of the plan and compare it with the success of the marketing of the academic department of the University of Economics in Prague. The theoretical part focuses on what is marketing and what is social marketing and introduces the history and functionality of the social network LinkedIn and others. It also describes the functioning of both companies to better define the objectives in the practical part. The practical part of the thesis includes competitor research on the social network LinkedIn. Based on this, the objectives that the marketing communication should achieve are determined. Then, a publication plan for the posts and their approximate content is created. The profiles are monitored for 2 months after their creation and then the success of the campaign and the achievement of the given goals is evaluated. The thesis concludes with a comparison of the reach of the profile of the company and the public organizations and a generalization of the results and elaboration of recommendations for further work. The aim of the thesis is to create a plan for publishing the company's contributions focused on OSH and fire protection and then to evaluate the success of the plan and compare it with the success of the marketing of the academic department of the University of Economics in Prague.