Facebook i inne serwisy społecznościowe w komunikacji marketingowej marek motoryzacyjnych

The aim of this article is to present the possibilities and scope of the use of Facebook and some other selected social media services in marketing communication of automotive brands in Poland. The theoretical basis of scholarly literature relating to the described problem. In the empirical part, the results of the author’s own research are presented, on the topic of social networking sites in marketing communications of mentioned companies. For the purposes of this study audit of web sites content (the way of communicating about possessing profiles on sites, the location of social plugins in the structure of the web page) and social media profiles of each brand was carried out. On this basis, the diagnosis of the state of the current use of social media in promotional programs of surveyed entities was done.