Přehled o publikaci

This scientific monograph takes an innovative, multi-research-design approach to understanding and conducting of the media content research. Social media content is content which is created by individuals or companies for social networks such as Facebook, Instagram or Twitter. These platforms are of particular interest to companies because they allow a much more direct interaction with users than classic marketing measures. However, in order to realize their full effect, any content initiatives employed must also be carefully oriented towards the target group and not simply become just another advertising measure. Social media platforms, such as Facebook, Instagram, Twitter or YouTube, are now part of everyday life for thousands of people who use them to share photos of a vacation, or from a special event. Social media and its content also increasingly serve as a source of information and have even replaced traditional media such as television or newspapers. Thus, social media content can play an important role in a company’s overall content marketing strategy. Content on social media channels can have a considerable reach, and because of its close proximity to the user can often prove more effective than classic advertising. In certain circumstances, positive comments on social media can even boost Google rankings. However, social media content also follows its own rules, and therefore requires its own dedicated strategy.