The purpose of the diploma thesis was to analyze the web and social media sites, which are used by the company Hillstrike, d. o. o., to communicate with their customers. The analysis was done with the help of web analytic tools Google Analytics, Facebook Insights, and the Kickstarter built-in analytic tool, which were used to analyze the demography of the users and determine the effect of social media on the traffic of company web pages hillstrike.com, shop.hillstrike.com and their Kickstarter page. The results showed that Facebook and Instagram have the biggest impact on the amount of traffic that the web pages receive. The most traffic comes from video posts, which are posted by big Facebook pages, that have more
than a million followers.
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