Dominika Kaczorowska-Spychalska

Background. The changes in the process of communication that have been observed in recent years have forced companies to look for alternative solutions enabling them to reach
a customer. A contemporary consumer does expect to get reliable opinions, recommenda-tions and relations based on mutual trust. Therefore, using external blogs in a commercial way is an area of growing interest.
Research aims. The aim of the article is to determine the level and specificity of cooperation between companies/brands and bloggers in the process of communication with a client.
Methodology. The article was prepared on the basis of literature review and the authors’ own research. The conducted research comprised of 412 blogs and was carried out by means of an internet questionnaire, which was related to the objective and research subject. The research was conducted in the period between 29.10.2013 - 12.11.2013. The obtained results were supplemented with the opinions of bloggers participating in the quantitative research.
Key findings. Blogs have a huge marketing potential. However, for the process of communication with a client to be effective, all aspects of cooperation between a company/brand and a blogger must be precisely determined, especially when non-standard actions are concerned.

Background. Dynamic development of social media imposed a necessity of looking for new methods and tools to reach customers. It also concerns cities that increasingly apply solutions that proved successful in business. Thanks to using a variety of social media they can communicate with specific groups of stakeholders and create their image more effectively than before.
Research aims. The aim of the article is to determine the essence and scope of social media usage in the process of communication of Polish cities.
Method. The article was written on the basis of available literature and the author's own research. The research comprised 120 biggest Polish cities and was conducted using an online questionnaire, which resulted from the purpose and subject of the research. The research was conducted in the period between 30.05.2014 and 15.06.2014.
Key findings. Individual tools of social media offer broad opportunities for the process of cities communication. However, the effectiveness of actions carried out by means of them depends not only on the idea but also on knowledge, competence, commitment of people responsible for their implementation. Moreover, a city budget is undoubtedly a factor that determines the level and scope of using social media in the strategy of Polish cities’ communication.