Društvena mreža Facebook kao sredstvo komunikacije s korisnicima arhiva

master's thesis

• Title (english): Facebook as a medium of communication with users of archives
• Author: Tamara Moslavac Kos
• Mentor: Hrvoje Stančić (mentor)
• Committee member: Tomislav Ivanjko (predsjednik povjerenstva)
• Committee member: Hrvoje Stančić (član povjerenstva)
• Committee member: Jozo Ivanović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Archives and Documentation Studies

Abstract

U posljednjih petnaest godina, od svojega nastanka do danas, društvena mreža Facebook svijetu je donijela brojne promjene. Osim što je promijenila način međusobne komunikacije na osobnoj ili privatnoj razini, promijenila je i način na koji različite ustanove, institucije, obrti i sl. komuniciraju sa svojim korisnicima te obratno. Ovaj rad propituje u kojoj je mjeri Facebook i danas relevantna društvena mreža i je li za arhive kao informacijske institucije doista važno da budu prisutni i aktivni na njemu. Osim toga, analiziraju se prednosti, mogućnosti i vrijednosti koje poslovnim subjektima i institucijama, a samim time i arhivima, donosi prisutnost na Facebooku. Također se istražuju načini rada sa stranicama na Facebooku, dobro i kvalitetno održavanje službenih poslovnih stranica, izgradnja pozitivnog odnosa sa zajednicom okupljenom na stranicama, dobre prakse koje potiču interaktivnost i zbližavanje te predstavljanje djelatnosti, usluga i drugih sadržaja u najboljem svjetlu. Analiziraju se i prikazuju primjeri dobre prakse održavanja Facebook stranica povezanih s arhivima i njihovom djelatnošću, dok se na primjeru službene Facebook stranice Katedre za arhivistiku i dokumentalistiku Odsjeka za informacijske i komunikacijske znanosti Filozofskog fakulteta Sveučilišta u Zagrebu istraživanjem sve navedeno pokazuje u praksi.

Abstract (english)

In the last fifteen years, since its beginning until today, Facebook has brought numerous changes to this world. Besides changing the way people communicate to each other privately, it has also changed the way different institutions, businesses, companies etc. communicate with their users and vice versa. This thesis examines the extent to which Facebook is still a relevant social network today and whether it is important for archives as information institutions to be present and active on it. It also analyses the benefits, opportunities and added values that businesses and institutions, and therefore archives, get from being present on Facebook. Further on, it explores ways of working with Facebook pages, maintaining good and quality official business pages, building a positive relationship with the community gathered online, as well as good practices that encourage interactivity and interconnection, and positively present one's activities, services and other content. Good practices of maintaining Facebook pages related to archives and their activities are analysed and presented, while the official Facebook page of the Chair of archival and documentation sciences of the Department of information and communication sciences at the Faculty of humanities and social sciences, University of Zagreb, is used as the research example of the explained theory.

• Keywords: Facebook; društvene mreže; Facebook stranice; arhiv; arhivistika; online marketing; internetski marketing; marketing na društvenim mrežama
• Keywords (english): Facebook; Social Networks; Facebook Pages; Archives; Archival Science; Online Marketing; Internet Marketing; Social Media Marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:131:857570
• Study programme: Title: Information Sciences (double major); specializations in: Archivistics Study, Library Science; Course: Archivistics Study; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra informacijskih znanosti (magistar/magistra informacijskih znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Repository: ODRAZ
• Created on: 2019-10-22 13:36:44