Marketingová komunikace na sociálních sítích a její využití u virtuálních operátorů

The aim of the thesis is to analyze the marketing communication on social networks of selected virtual operators and the subsequent recommendation of changes in marketing communication that will lead to more effective marketing activities on social networks. The theoretical part is focused on the issue of internet marketing with an emphasis on the specifics of marketing on social networks. Main attention is paid to Facebook network and possibilities of its use in communication campaigns. The practical part first presents an analysis of the Facebook activity of the four largest operators in the Czech Republic created on the basis of publicly available sources. A detailed analysis of the non-public statistics of his Facebook network was subsequently performed for the selected virtual operator. The output of both analyzes is a recommendation for more effective management of the Facebook pages of the selected operators.