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Abstract. This paper deals with the issue of online reputation, namely the social networking profile of businesses. Selected companies in the automotive industry through social profiles communicate with their customers, the public and they trying to improve their name and the name of their products in the public eye. Online reputation analysis was carried out to determine the current situation on the territory of Slovakia. On the basis of the data found, measures were proposed to improve the current state and reputation of automotive companies. Recommendations suggested by the findings can be used on any market to improve the current state and increase the competitiveness of automotive companies.

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To increase the competitiveness of the small businesses are merged into different groups. One of the species of grouping of businesses is a cluster. Various cooperation relations originate between individual organizations in the cluster. These relationships and activities of enterprises based on the focus of the cluster. This article through a general model solution shows the possibilities of the proper functioning of the cluster.