Facebook jako element zarządzania strategicznego czy kula u nogi nadawców? Przykład Estonii i Polski
Facebook as an Element of Strategic Management or Broadcasters Ball and Chain. Example of Estonia and Poland

Summary/Abstract: The social media are more and more important in creating the strategy for conventional media development. The aim of this article is to demonstrate how social media as Internet tools can diversify access to media and affect on the dynamics of dialogue with readers. Discovering the specifics of the Internet communication via social media becomes important. The article contains the characteristics of leading national dailies in Estonia and Poland and description their Facebook profiles. The authoress has examined the number of entries, likes and news sharing on dailies official Facebook profiles in the first two weeks of April 2015 (1.04.2015–15.04.2015). The results of the analysis are far from optimistic. The official dailies profiles available on Facebook are not a represent significant platform for dialogue. There are not effective for maintaining relationships between customers and newspapers. Maintaining a Facebook account in many cases seems to be only a necessity. In most cases it is not a complementing channel of communication between traditional press and readers. Only a few media publishers can lead account on Facebook in effective way.

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