THE USE OF DIGITAL MASS MEDIA BY TOP OFFICIALS OF THE SLOVAK REPUBLIC

Social marketing and social media dominate current global media trends. For the last decade they have gone through significant technological development and various innovative processes. Media and marketing experts confirm that social media are part of most people's daily lives and are used in their daily work. Political leaders and state officials in Slovakia have become aware of the importance of social media and are using the medium for presentation of their ideas, as well as themselves. This paper assesses the use of social media by the primary government officials of the Slovak Republic (the President, Speaker of the National Council (Parliament), Prime Minister and Minister of Foreign and European Affairs) and also by their offices as part of a strategy for comprehensive marketing and communication via mass media.