Media społecznościowe w procesach komunikacji przedsiębiorstwa z rynkiem
Social Media in the Processes of Enterprise Communication with Market

Summary/Abstract: Growing saturation of social and economic life with Internet technologies causes growth of market space and affects changes in business models, which is accompanied by the development of the Internet functions and forms of marketing communication. The purpose of the paper is to show the importance and use of social media in the processes of enterprise communication with market. The paper is based on literature review and analysis of case studies, as well as interpretation of results of quantitative research, conducted on the sample of 150 enterprises within the framework of the project entitled „Internet in marketing and the application of modern technologies in company cooperation with customers”. Performed considerations show that decision-makers in various types of enterprises perceive the use of social media as an opportunity to distinguish their offer and improve their attractiveness. However, the potential of the media is not fully exploited in the sphere of establishment of customer loyalty.

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