Optimization of digital communication of the Faculty of Informatics and Statistics

This bachelor thesis analyses the current communication of the Faculty of Informatics and Statistics (FIS) on social networks in relation to individual target groups. The theoretical part of the bachelor's thesis deals with social networks and the possibilities of their appropriate use in the framework of communication of universities with their target groups. The practical part of the thesis deals with the analysis of the content, form and results of FIS communication on the social networks Facebook, Instagram and LinkedIn. In the introduction, the author defines two hypotheses whose validity will be confirmed or refuted in the practical part of the thesis. For this purpose, a quantitative questionnaire survey (194 respondents) is conducted to analyze the perceptions, attitudes, opinions, and preferences of the different target groups of users following FIS digital content. Additional qualitative information is then gathered using focus groups (11 participants). Furthermore, a comparative analysis of the communication of other faculties of VŠE on social networks is conducted. A partial result of the Bachelor's thesis is: (a) Refuting hypothesis number 1 that Facebook is the most followed social network for monitoring FIS content among students. According to the findings from the survey, Instagram currently holds the leading position. (b) Confirming the hypothesis number 2 that social networks of other faculties are followed by less than one third of users following FIS digital content. According to the findings from the survey, networks of other faculties are followed by only 19.1 % of respondents. A major outcome of the Bachelor's thesis is the finding of an overwhelmingly positive perception of FIS's current social media communications. However, from the results of all the investigations and analyses carried out, the author of the thesis has developed a rather extensive set of suggestions to further improve the presentation of FIS on social networks and to optimize their use. Due to the size of the collection of concrete suggestions, the author presents it only at the end of this thesis. Similarly, all 3 key questions are answered in detail at the end of the thesis. FIS wants to use social networks to communicate with all target groups. Most of the content is aimed at students, but particular emphasis is also given to prospective students. Applicants are looking for practical information on the networks to facilitate their decision making and faculty selection. Students perceive the focus of social networking content to be particularly directed at underclassmen, needing to broaden the range of information relevant to upperclassmen.