Analýza chování zákazníků na sociálních sítích

This diploma thesis deals with the analysis of the Facebook page of CZC.cz. The main goal of this thesis is to bring a set of recommendations aimed at adjustment and expansion of the current company communication strategy via Facebook. These recommendations are based on the analysis of customer behaviour and the results of the competition comparison. The first part of the thesis deals with the social media marketing and users division based on their behaviour. It also acquaints readers with the prerequisites necessary for the social media analysis, and with basic Facebook metrics and analytical procedures. Additionally, it provides characteristics of individual types of analytical tools and their functional equipment. The practical part of the thesis aims at the choice of appropriate tools which subsequently help the author analyse customer behaviour on the Facebook page of CZC.cz and compare the CZC.cz profile with other competitors. Each analysis is completed with the summary of results which serve as the foundation for preparation of a proposal for adjustment and expansion of the current company communication strategy via Facebook. This proposal together with the evaluation of the key metrics development represent the main contribution of this thesis.