| Abstract | U suvremenom svijetu, koji je gotovo svakoga dana sve više pod utjecajem digitalizacije, neizbježno je govoriti o njezinu utjecaju na živote pojedinaca, ali i organizacija, odnosno na komunikaciju između poslovanja i onih koji pripadaju njihovim ciljanim javnostima. Iz tog se razloga ovaj rad bavi teorijskim aspektom komunikacije, suvremenih trendova u poslovnoj komunikaciji, posebice karakteristikama komunikacije posredovane internetom i društvenih medija kao platformi koje omogućuju izvrsnu izgradnju odnosa s vanjskim okruženjem. Kao jedan od glavnih prioriteta svake organizacije upravo je komunikacija s javnostima ključna za unaprjeđenje i jačanje imidža, stoga je u radu naglasak stavljen na suvremene poslovne odnose u kojima je od iznimne važnosti proširivati znanja i vještine te pratiti trendove koje donose određene platforme posredovane internetom. Marketing i brendiranje važni su dijelovi poslovne komunikacije suvremenog doba, stoga kreativnost kao način dopiranja do što većeg broja korisnika postaje neophodna. Cjelokupna poslovna komunikacija u tom se kontekstu promatra kao proaktivna funkcija oslonjena na multidisciplinarnost, timski rad, izgradnju odnosa i usmjerenost klijentima. Cilj je završnog rada pojasniti na koje načine organizacije u sklopu svojih poslovnih planova, uspješnog društvenog djelovanja i praćenja općih sklonosti suvremenog doba mogu implementirati platforme društvenih medija poput blogova, mikroblogova, društvenih mreža i foruma, platformi za dijeljenje medijskih sadržaja, društvenih vijesti i oznaka, ocjena i recenzija kako bi uspostavile učinkovitu komunikaciju sa svojim zaposlenicima, partnerima, potencijalnim korisnicima i ciljanim javnostima. Već i samom prisutnošću na društvenim medijima, kao ključnim alatima za uspostavu uspješne poslovne komunikacije na internetu, organizacije pokazuju da im je stalo do ciljanih javnosti, a proširenjem svojih poslovnih strategija na istima svoja poslovanja mogu dovesti na sasvim nove, moderne razine. |
| Abstract (english) | In the contemporary world, which is increasingly under the influence of digitization, it is inevitable to talk about its influence on the lives of individuals, as well as on organizations, or more precisely, on communication between businesses and those who belong to their target audiences. For that reason, this thesis deals with the theoretical explanations of the terms of communication, modern trends in business communication, especially the characteristics of communication mediated by the Internet and social media as platforms that enable excellent relations with the external environment. As one of the main priorities of every organization, communication with the public is key to improving and strengthening the company’s image, therefore the emphasis in this paper is on modern business relations in which it is extremely important to expand knowledge and skills, as well as follow the trends brought by certain platforms mediated by the Internet. Advertising, marketing and branding, as important parts of business communication in the modern era, have also been digitized due to the influence of the Internet, so creativity has become necessary in reaching as many users as possible. In this context, overall business communication is viewed as a proactive function based on multidisciplinary, teamwork, relationship building and client orientation. Accordingly, the goal of this undergraduate thesis is to clarify in which ways organizations can implement social media platforms such as blogs, microblogs, social networks and forums, platforms for sharing media content, social news and tags, as well as ratings and reviews, in order to establish effective communication with their employees, partners, potential users and target audiences which are included in their business plans, successful social action and monitoring of contemporary trends. Even with just being present on social media, key tools for establishing successful business communication on the Internet, organizations show that they care about their target audiences, so by expanding their business strategies on these platforms, they can bring their businesses to completely new, modern levels. |
