Importance of University Social Media Communications in Czech Republic

This article currently focuses on the problems of university communications with target groups in the Czech Republic. This issue has been chosen with respect to the ongoing demographic crisis causing a decrease in the number of prospective university applicants. The topic reflects new trends in effective communication of university, i.e. social media communications and concentrates on prospective university applicants. The presented study introduces the results of sub-analyses carried out within selected Czech universities. The sub-analyses dealt with the problems of university social media profiles and their conceptuality, approach of individual universities towards profile administration and the importance of involving fans into communications on Czech university profiles. The necessary data have been gained using both primary and secondary research as well as with help of social media monitoring by Newton Media. The study concludes with the identification of common and different attributes of Czech universities´ social media communications and with suggestions as to how to make these communications more effective.