Social Networks and its marketing potential for Small and Medium Enterprises

Ing. Tomáš Cimburek, BSBA

Bachelor's thesis

Abstract:

This bachelor thesis aims to inform the audience about the trend of social networks within the marketing sphere, its history, development throughout the years and future potential as well as the types of social networks available and their marketing use in small and medium enterprises. The main aim is to provide management to SME which is not up to date with the social networks for the long time and need an assistance in the area of making good marketing decisions on them. Everything in this bachelor is explained in a way that it will be understandable to all kinds of SME managers. In theoretical part, the basic types of social networks are presented as well as the marketing possibilities those networks are associated with. In practical part, the company will undergo an analysis of their social networks performance and the changes will be proposed. Moreover, the internal attitude of managers towards the social networks will be described as well.

Abstract:

This bachelor thesis aims to inform the audience about the trend of social networks within the marketing sphere, its history, development throughout the years and future potential as well as the types of social networks available and their marketing use in small and medium enterprises. The main aim is to provide management to SME which is not up to date with the social networks for the long time and need an assistance in the area of making good marketing decisions on them. Everything in this bachelor is explained in a way that it will be understandable to all kinds of SME managers. In theoretical part, the basic types of social networks are presented as well as the marketing possibilities those networks are associated with. In practical part, the company will undergo an analysis of their social networks performance and the changes will be proposed. Moreover, the internal attitude of managers towards the social networks will be described as well.

Keywords

Social media, social network, small and medium enterprises, marketing, marketing mix, Facebook, Twitter, Instagram, Zomato, LinkedIn, restaurant, analysis, Facebook Page Insights

Language used: English

Date on which the thesis was submitted / produced: 16. 4. 2015

Thesis defence

• Date of defence: 25. 6. 2015
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication & Bachelor of Science in Business Administration