Utilization of Social Media Network in Automotive Industry in the Czech Republic: case-study

The paper deals with social networks, which have become natural part of our everyday lives; they significantly affect professional and private spheres for their influence and impact is still growing. The industries realize the power of that marketing tool and are developing new strategies and investing into the trendy and widely utilized social networks. The goal of the article is to present three producers and main players in the automobile industry in the field of personal cars in the Czech Republic in the connection with use of social networks. The sub-goal is to present how companies decide on the use of the optimal mix of platforms. Classification of social networks, social media and their purposes are solved and briefly described at the first theoretical part. Three main producers of personal cars and analysis of social networks that are used by producers in automobile industry in the Czech Republic are presented in the main part of the article. It is also analyzed whether producers of cars have direct links from web pages on the selected social networks. The last part is dedicated to selected social networks and how these interactive media are used and might be used by car makers and sellers of cars produced in the Czech Republic. It was found out that the most often used social networks by producers of personal cars are Facebook, YouTube, Twitter and Instagram. Not all the companies discussed in this paper put links on the used social networks.