Social Networks as a promotional tool on the example of a selected company

Svrha završnog rada naslova Društvene mreže kao promocijski alat na primjeru odabrane tvrtke bila je dati odgovore na pitanja kako i na koji način upotrijebiti društvene mreže za kompanijsku promociju. Cilj rada bio je steći početno razumijevanje kako tvrtka može iskoristiti promociju putem društvenih mreža za rast poslovanja, te kako koristi društvene mreže za privlačenje kupaca. Istraživanje je provedeno na primjeru poduzeća Tele2. Za istraživanje se koriste podaci i profili na društvenim mrežama odabranog poduzeća. Istraživanje se provodi „za stolom“ prikupljanjem sekundarnih podataka o aktivnostima poduzeća Tele2 d.o.o. na društvenim mrežama, a u skladu s temom i ciljevima rada. Za potrebe pisanja rada također je provedena i mini anketa na uzorku od 20 ispitanika. Od istraživačkih metoda u radu se koristi metoda analize, metoda deskripcije i metoda kompilacije. Kao najvažniji rezultati do kojih se istraživanjem došlo izdvaja se spoznaja da, iako je poduzeće prisutno na svim aktualnim društvenim mrežama, značajniju promocijsku komunikaciju ostvaruje putem jedne društvene mreže Facebook-a. Promocijska komunikacija realizirana je u segmentima oglašavanja; unapređenja prodaje; i odnosa s javnošću. Stil obraćanja publici je informativan, pozitivan i manje formalan. Istraživanjem se potvrđuje važnost društvenih mreža kao promotivnog alata.The purpose of the final paper of the title Social Networks as a promotional tool on the example of a selected company was to provide answers to questions about how and in what way to use social networks for company promotion. The aim of the paper was to gain an initial understanding of how a company can use social media promotion to grow its business, and how it uses social media to attract customers. The research was conducted on the example of Tele2. Data and profiles on the social networks of the selected company are used for the research. The research is conducted as a "desk research" by collecting secondary data on the activities of Tele2 d.o.o. on social networks, and in accordance with the theme and objectives of the work. For the purposes of writing the paper, a mini-survey was also conducted on a sample of 20 respondents. The research methods used in the paper are the method of analysis, the method of description and the method of compilation. The most important results of the research are the fact that, although the company is present on all current social networks, it achieves more significant promotional communication through one social network Facebook. Promotional communication was realized in advertising segments; sales promotions; and public relations. The style of addressing the audience is informative, positive and less formal. Research confirms the importance of social networks as a promotional tool