USABILITY OF SOCIAL NETWORK IN UNIVERSITY MARKETING ACTIVITIES

The article is dedicated to potential and importance of social networks at the universities. The aim of the paper is to point out that it is possible to explore every avenue of using social networks, especially Facebook in university environment. The paper deals with Facebook possibilities which can be useful mainly in the area of marketing presentation and the Facebook as important communication tool and advantageous communication channel. The paper also analyses possibilities of communication on Facebook between universities and its current students, prospective students and school leavers as well. At the end of the article the Facebook page - University of Zilina in Slovakia is examined. The main importance of analyses is to find what functions are used on university Facebook page and whether the functions are used sufficiently. It also includes measuring the scope of using Facebook as a marketing tool.