Social Networks as an Integration Tool in Rural Areas – Agricultural Enterprises of the Czech Republic

Abstract

Social networks have been growing at a rapid pace. Social media represent one of the most significant phenomena of today's world and are more and more integrated from the private sphere into the commercial one (e.g. into marketing where social media already play a substantial role). The present paper is aimed at introducing an initial study on the use of social media in agricultural enterprises. The study was thus targeted at agricultural enterprises – both legal entities (public limited companies, limited liability companies and last but not least cooperatives) and natural persons (farmers) that farm the total area of more than 100 hectares (a basic selection criterion of the survey). This interesting study was conducted by means of a questionnaire survey that included information on social media awareness, development and use within the respective group of respondents (bigger agricultural enterprises). The paper deals with social media as such and naturally with the survey results. The data retrieved from the questionnaire were used not only for monitoring social networks integration in the agrarian sector (important factor in rural areas) but as well for exploring the potential of modern information tools in agriculture promotion. The survey has been carried out in mutual cooperation of the Department of Information Technologies with the Information and Consulting Centre, Faculty of Economics and Management, Czech University of Life Sciences Prague.