Social Media Strategy Creation for Selected Company

Bc. Maksym Zhohlo

Bachelor's thesis

Abstract:

The Bachelor's thesis entitled "Social Media Strategy Creation for Selected Company" provides an opportunity to learn more about the intricacies of building a social media strategy for a hotel. The primary attention is paid to social networks. All social networks of the selected hotel were analyzed at the beginning of the study, and metrics and indicators were taken from them. The main aim of the bachelor study is the creation of a Social Media strategy for a selected hotel and its evaluation based on the predefined metrics and marketing goals of the company. The first part of the work consists of a theoretical part and a literature review, which details what a social media strategy is and the history of its origin, what social media marketing is, and what its features are. Also, the first part tells the main stages of creating a strategy for social networks and how to build a strong strategy for a single brand. Some of these steps continue to be discussed in other parts of the work in order to show what results have been obtained. In the analytical part, an analysis of the social networks of the hotel is carried out from the beginning to the end of the study. There is also an analyst and other competing hotels in order to understand what was popular and where the market was moving. The analytical part begins with an analysis of the social networks of the Corinthia Hotel Prague, its location, and the number of rooms.

Abstract:

The Bachelor's thesis entitled "Social Media Strategy Creation for Selected Company" provides an opportunity to learn more about the intricacies of building a social media strategy for a hotel. The primary attention is paid to social networks. All social networks of the selected hotel were analyzed at the beginning of the study, and metrics and indicators were taken from them. The main aim of the bachelor study is the creation of a Social Media strategy for a selected hotel and its evaluation based on the predefined metrics and marketing goals of the company. The first part of the work consists of a theoretical part and a literature review, which details what a social media strategy is and the history of its origin, what social media marketing is, and what its features are. Also, the first part tells the main stages of creating a strategy for social networks and how to build a strong strategy for a single brand. Some of these steps continue to be discussed in other parts of the work in order to show what results have been obtained. In the analytical part, an analysis of the social networks of the hotel is carried out from the beginning to the end of the study. There is also an analyst and other competing hotels in order to understand what was popular and where the market was moving. The analytical part begins with an analysis of the social networks of the Corinthia Hotel Prague, its location, and the number of rooms.

Keywords

social media strategy, strategy, campaign, advertising, types of social networks

Language used: English

Date on which the thesis was submitted / produced: 18. 4. 2023

Thesis defence

• Date of defence: 5. 6. 2023
• Supervisor: Ing. Štěpán Chalupa, Ph.D.
• Reader: Ing. Martin Kocourek

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.

Bachelor programme / field:
Hospitality Management / Hospitality Management