Social Media as a Tool of Communication Strategy

Bc. Shakhlo Strouthou

Master's thesis

Abstract:

The main aim of the current thesis is to discover the shift of traditional communication strategy towards communication through Social Media. Furthermore, to address the key challenges of marketers and introduce new solutions. The literature overview includes the most important aspects of Digital Marketing, Internet Marketing and Social Media Marketing and how they are used as part of communication strategy in the business world. Moreover, how brands are utilizing Social Media in order to deliver the message. The analytical part includes case studies and reports from different well-known enterprises that was used in order to incorporate and support my findings. Through the analysis of the primary data (case studies and survey) and the secondary data (books, articles, websites) and based on findings I was able through the conclusion, to interpret, answer and give the appropriate remarks. In addition advice on how Social Media can become your best friend in the business environment.

Abstract:

The main aim of the current thesis is to discover the shift of traditional communication strategy towards communication through Social Media. Furthermore, to address the key challenges of marketers and introduce new solutions. The literature overview includes the most important aspects of Digital Marketing, Internet Marketing and Social Media Marketing and how they are used as part of communication strategy in the business world. Moreover, how brands are utilizing Social Media in order to deliver the message. The analytical part includes case studies and reports from different well-known enterprises that was used in order to incorporate and support my findings. Through the analysis of the primary data (case studies and survey) and the secondary data (books, articles, websites) and based on findings I was able through the conclusion, to interpret, answer and give the appropriate remarks. In addition advice on how Social Media can become your best friend in the business environment.

Keywords

Social Media, Social Media Marketing, Social Network, Social Media platforms, Social Media strategy, Social Media definition, Social Media analytics.

Language used: English

Date on which the thesis was submitted / produced: 13. 4. 2018

Thesis defence

• Date of defence: 14. 6. 2018
• Supervisor: Ing. Petra Jílková, Ph.D.
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication