OLL SELECTED SPECIFICS OF MARKETING COMMUNICATION IN ENVIRONMENT OF SOCIAL NETWORKS
OLL SELECTED SPECIFICS OF MARKETING COMMUNICATION IN ENVIRONMENT OF SOCIAL NETWORKS

Summary/Abstract: The aim of the study is to identify and then interpret the basic preconditions for effective use of social network Facebook as a marketing communication platform for in selected Central European market. In order to achieve the objective, as well as partial targets, this contribution can be seen as a summary of coherent analysis of interaction of users of selected social network to the intensive marketing communication activities of two main players form telecommunication market during their Christmas promotions campaigns. Context necessary for the fulfilment of the main objective was analyzed base on secondary data on thousands of real users/ customers. From the perspective of main findings, basic recommendations for the efficient use of selected marketing communication tools on the social networking site Facebook are described interms of improving the expected user interactions. The findings and information presented in this contribution can help improve understanding of related issues affecting effective implementation of resources (time and finances) by entities using selected marketing tools, particularly marketing communication in the context of the social networking site Facebook for the purpose of promotion and branding.

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