Modern Social Networks and Their Practical Use in Corporate Environments

This thesis analyses the current state of social networks in the Czech Republic, with an emphasis on their importance for corporate marketing and communication. It focuses on statistics, operations, and demographic data of the most popular social platforms, including a brief comparison with the situation in the European Union. Social networks are examined within the context of the modern digital environment, highlighting their role in corporate strategy, marketing, and branding. The practical part of the thesis is dedicated to a case study of the digital presence of EDITEL CZ s.r.o., a company specializing in electronic data interchange (EDI). It evaluates the current state of the company’s website and online communication, based on which a new website concept is proposed, along with the activation of profiles on Facebook, Instagram, and TikTok. The project also involved the implementation of an advertising campaign on Instagram. The author actively participated in the execution of these initiatives, which led to increased brand visibility and more effective marketing communication. The results of this thesis provide a comprehensive insight into the role of social networks in business and serve as a foundation for further development of EDITEL's digital strategy.