Risks and opportunities of social networking - User behavior and the possibilities of obtaining their personal data

This thesis has several aims, the main to offer the reader an overview on specific social networks. To address the main aim, we will describe commonly used social networks, provide a general history of social networks, and list the most famous social networks in the world and Czech, as well as describe their main histories. Next, we are going to specify the main topic groups in which we can divide the social networks. The second aim is to introduce how we can use social networks for business and marketing intensions, including the techniques used by marketing employees. In the next part, we are going to discuss development trends from the users' perspective and we will also focus on main trends, which are important for the firms operating on social networks. In the last theoretical part, we will describe risks and hazards on social networks. In the practical part, we will demonstrate how people share their own private information and what area of interest is the most useful for gathering this information