Communication activities on social networks on the example of Otvoreni radio

Komunikacija je kao pojam u svakodnevnom životu nezaobilazna, te se na dnevnoj bazi odvija neprestano i u raznim oblicima. U skladu s time, komunikacija poduzeća s okolinom je jedna od ključnih točaka uspješnog poslovanja. Tradicionalni masovni mediji su u tome od samih početaka imali veliku ulogu, a pojava Interneta primorala je marketinške stručnjake koji su dotad izučili sve prednosti i mane tradicionalnih medija da se suoče sa novim načinima rada i prijenosa informacija. Razvoj Interneta donio je sa sobom mnoštvo pogodnosti, a fenomen društvenih mreža doveo je do toga da i poduzeća trebaju na njih gledati kao još jedan alat za ostvarivanje uspješnog odnosa sa ciljanom publikom. To je posebno važno u slučaju centralne teme rada, radija, koji je baš zbog Interneta često smatran izumirućim medijem. U ovom radu će se za početak prikazati što je zapravo komunikacija i koje aktivnosti obuhvaća, te će se opisati tradicionalni mediji i njihov odnos s Internetom. Drugi dio rada bavit će društvenim mrežama pojedinačno te načinom na koji ih poduzeće Otvoreni radio koristi. Uslijedit će i komentar na njihove komunikacijske aktivnosti na društvenim mrežama, koliko su one uspješne i na koji ih način poboljšati.As a concept in everyday life, communication is unavoidable, it takes place constantly and in various forms. A company's communication with the environment is one of the key points of successful business. Traditional mass media have played a major role in this from the very beginning, and the invention of the Internet has forced marketing experts who had learned all the advantages and disadvantages of traditional media to face new ways of working and transmitting information. The development of the Internet has brought with it many benefits, and the phenomenon of social networks has led to the fact that companies should look at them as another tool for achieving a successful relationship with the target audience. This is especially important in the case of the central theme of the paper, radio, which is often considered an extinct media precisely because of the Internet. This paper will first present what communication really is and what activities it covers, and will describe traditional media and their relationship with the Internet. The second part of the paper will deal with social networks individually and the way in which the company Otvoreni radio uses them. This will be followed by commentary on their communication activities on social networks, how successful they are and how to improve them