The Use of Facebook as a Marketing Strategy

The main purpose of this thesis is answering the question whether the social network Facebook is a useful tool in marketing strategies. The thesis describes all of the basic functions of Facebook that can be used as a part of marketing strategy in both profit and nonprofit sectors. It also examines the competitive environment in this particular segment of the market including its advantages and disadvantages. In the last part, the thesis demonstrates on real campaigns how to sufficiently use the Facebook in marketing strategies and what tools can be used for analysing results of marketing campaigns