Social networking sites as a marketing tool

This bachelor thesis deals with the trend of social networks and their impact on the world of marketing, specifically on the available marketing tools for social networks. The goal is to compare the functions of the two main marketing tools of the social network Facebook in order to create a decision table for site administrators to make simple decisions to select a specific marketing tool for each specific area of activity. The theoretical part deals first of all with the phenomenon of social networks, where it presents the basic definitions, history and growth of social networks, and finally the networks of modern times and their specializations. Secondly, the basics of marketing, its definition, marketing mix, operation on social networks, and finally operation on Facebook are briefly explained. The practical part contains the state of current knowledge in researched field, a description and methodology of research, followed by the structure of the research environment, followed by the comparison of research tools, which consists of steps of categorization of functions, description of the structure of knowledge, research and recording of information, and the final categorization to which a final evaluation of the more appropriate tool for each specific category of activities. This evaluation is then projected into a table.