Using social networks in business

Institute of Technology and Business, School of Expertness and Valuation, Okruzni 517/10, 37001 Ceske Budejovice, Czech Republic

^* Corresponding author: kalinova@mail.vstecb.cz

Abstract

Social media platforms and channels are being increasingly used nowadays, influencing almost all types of businesses. Social media are mainly used as a source of information and means of dissemination of knowledge that may change the opinions of people. They can be considered very important business marketing strategies since they participate significantly in creating new business opportunities, building a stronger position in the market, or in the transformation of consumer behaviour. The main goal of the paper is to determine which social networks are most commonly used in business and their purpose. To achieve the goal, the method of questionnaire survey was used, in which a total of 237 respondents participated. The results of the survey show that business entities mostly use Instagram in their business activities, mainly for promoting their company, which was followed by Facebook, through which they sell their products or attract new employees. In addition, companies also use social networks as a communication channel with employees or customers.