Community management - alat u odnosima s javnošću

master's thesis

• Title (english): Community management - a tool in public relations
• Author: Antonela Merlić
• Mentor: Jelena Jurišić (mentor)
• Mentor: Vanesa Varga (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Vladimira Rezo (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Committee member: Vanesa Varga (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Community management jedna je od novijih grana odnosa s javnošću te je kao takva trenutno od velikog značaja za stvaranje i održavanje odnosa s potrošačima, ali i razvoj brenda. Pojam brend označava unikatan dizajn, znak, simbol, riječ ili kombinaciju svega što stvara sliku i identificira proizvod koji je drugačiji od konkurencije (internetski portal Business Dictionary, 2018.). U ovom se radu analizira pojava i razvoj odnosa s javnošću i srodnih disciplina, što je u konačnici dovelo i do stvaranja i razvoja community managementa u jednu od jačih disciplina današnjice. Mnogo toga danas ovisi o komunikaciji pa je iz tog razloga ova disciplina postala jedna od važnijih. Upravo zato, potrošači koji imaju vezu s nekim brendom postaju tzv. „ambasadori“ preko vrlo moćnog alata današnjice – društvenih medija. Posljedično tome, sve se više pozornosti posvećuje upravljanju profilima brendova na raznim društvenim medijima kako bi se prezentirala što bolja slika brenda, ali i stvorio što bolji uzajamni odnos s potrošačima odnosno publikom. Osim kompanijama i njihovim brendovima, community management vrlo je važan i influencerima koji svojim mišljenjem utječu na mišljenja i ponašanja drugih ljudi. Pojam influencer upotrebljava se kada se govori o društvenim medijima, a označava osobu koja ima mnogo pratitelja na svojim profilima. (internetski portal Bolje.hr, 2018.). U ovom radu, čiji je cilj bio pokazati važnost community managementa, utvrđeno je kako community management uistinu može imati veliku važnost za kompaniju. Tako je loše odrađen community management ostavio loše posljedice i okaljan ugled kompanije, dok je onaj koji je bio dobro odrađen, čak i u kriznim situacijama, imao pozitivan ishod za kompaniju kao što je pridobivanje novih potrošača, poboljšanje prodaje i besplatan medijski prostor.

Abstract (english)

Community management is one of the newer branches of public relations and, as such, is currently of great importance for the development of brands as well as the creation and maintenance of relationship with its consumers. This thesis analyzes the beginning and development of public relations and related disciplines, which ultimately led to the creation and development of community management as one of strongest branches today. A lot of things today depend on communication and because of that, this discipline has become one of the most powerful one there is. For this very reason, consumers who have relationship with some brands become so-called ambassadors through a very powerful tool of todays modern life – social media. As a result, more and more attention is given to managing brand profiles on various social media in order to present the best picture of themselves, as well as to create a better mutual relationship with the audience. In addition to brands, community management is also present and thus very important for every influencer who influences other people's opinions and behavior. The term influencer is often used when referring to social media and is, in its essence, a person who accumulated many followers on his social media profiles. This thesis, which aimed to show the importance of community management, identified showed how community management is truly of great importance for each company. Therefore, poorly managed community management left bad consequences and tarnished the company's reputation, while one that was well done, even in times of a crisis, had a positive outcome for the company and thus resulted in attracting new customers, improving sales and receiving free media space.

• Keywords: community management; odnosi s javnošću; društveni mediji
• Keywords (english): community management; public relations; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:111:472552
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-01-15 09:43:22