How Should Companies Communicate on Facebook?

Social networks and the so called community webs have become buzzwords these days. The American Facebook is currently the most popular Internet page that can mediate interaction between the individual users. Along with the growing number of users of this service the community webs have gradually become a powerful tool for communication in the field of marketing. The presence of companies on the community webs poses considerable risks - as the reality has shown. The present contribution aims at a brief description of the current situation in the Czech Republic and at problems of using communication via Facebook for the needs of marketing. The contribution brings the outputs based on inquiries focusing on students of secondary schools and universities, i.e. the target group forming a substantial part from the total number of the user accounts on Facebook in the Czech Republic. In the conclusion the results are then compared with similar research studies in the USA. The results of the research show what attitude these users have towards the community webs, namely Facebook, what their online behaviour is and how they perceive the presence of companies and brands on the community webs. The stated information is very important for the communication of companies on social networks as this type of communication requires different and innovative approach and the Czech companies have so far only taken the first steps on their way to the mastery in this specific area.