Analysis and Communication Plan for Social Media of Hřbitovy a pohřební služby hl. m. Prahy

This bachelor’s thesis analyzes the social media communication of the organization Hřbitovy a pohřební služby hl. m. Prahy (Cemeteries and Funeral Services of the Capital City of Prague). The aim was to explore how the organization can more effectively fulfill its three main goals through communication on Instagram, Facebook, YouTube, and LinkedIn: to promote cemeteries as spaces for leisure, to publicize cultural events (e.g., guided walks), and to contribute to the destigmatization of the topic of death. The research part was based on a qualitative investigation conducted with target groups, focusing on how these audiences perceive the organization’s communication and what would motivate them to engage with it. The findings showed that the current communication often appears confusing, impersonal, and insufficiently aligned with user expectations. Based on these insights, several recommendations were proposed to improve communication: placing greater emphasis on human presence, involving employees and recognizable faces of the organization in content, using more visually appealing graphics, structuring texts more effectively, leveraging interactive elements (such as polls in stories), and matching formats to communication goals (e.g., educational content in reels). It is also recommended to track the impact of the proposed changes through repeated qualitative research or social media analytics tools, in order to evaluate actual shifts in brand perception.