Comparative Analysis of the Use of Facebook and Instagram Social Networks During the European Football Championship 2020

Osim za društvenu komunikaciju, društvene mreže pokazale su se kao dostupan, brz, jeftin i učinkovit marketinški alat u poslovanju. Koriste ga poduzeća i institucije iz profitnog i neprofitnog sektora za komunikaciju svojih poslovnih vrijednosti, prikupljanje podataka o potrošačima i stupanje u izravan kontakt s njima, kao i za promociju svojih proizvoda i usluga, događaja i slično. Pandemija Covid 19 koja je pogodila svijet 2020. godine sa sobom je donijela brojna ograničenja kretanja, privremeno zatvorila poslovne procese u brojnim industrijama i ograničila ili potpuno ukinula sudjelovanje gledatelja na različitim događajima, uključujući i sportske. Iz navedenog razloga, brojne su poduzeća iskoristile mogućnosti koje im pruža digitalizacija te na taj način nastavile svoje poslovanje i praćenje događaja. To su učinili i organizatori Europskog nogometnog prvenstva 2020. godine. Među ostalim medijima, društvene mreže postale su dio njihovih marketinških aktivnosti kojima su omogućeni prijenosi utakmica, izvještaji, rezultati i ostala statistika. U ovom radu provedeno je istraživanje iskustava i stavova osoba koje su Europsko nogometno prvenstvo 2020. pratile putem društvenih mreža. Sukladno rezultatima provedena je usporedba društvenih mreža Facebook i Instagram po pitanju njihove korisnosti, pouzdanosti informacija i dostupnosti sadržaja za vrijeme trajanja prvenstva. Komparativnom analizom ustanovljeno je kako su se i Facebook i Instagram pokazali kao podjednako dobri alati za praćenje Europskog nogometnog prvenstva 2020.In addition to social communication, social networks have proven to be affordable, fast, inexpensive and effective marketing tool in business. Social networks are used by both, profit and non-profit companies and institutions to communicate their business values, collect data on consumers and get in direct contact with them, as well as to promote their products, services and events. The Covid 19 pandemic that began in 2020 had as a consequence a number of restrictions on movement, temporarily closed business processes in a number of industries and a limited or completely abolished spectator participation in various events, including sports. For this reason, many companies have taken advantage of the opportunities provided by digitalization and thus continue doing their business and event monitoring this way. This was also done by the organizers of the European Football Championship 2020. Along with other media, social networks have become part of the marketing activities that enable the transmission of matches, reports, results and other statistics. In this thesis, a survey was conducted on the experiences and attitudes of people who followed the European Football Championship 2020 through social networks. In accordance with the results, a comparison of the social networks Facebook and Instagram was made, in terms of their usefulness, reliability of information and availability of content during the championship. The comparative analysis found that both Facebook and Instagram proved to be equally good tools for monitoring the 2020 European Football Championship