Over the past few years, more and more Swedish municipalities have chosen to establish a presence on social media with Facebook in particular in order to expand their communication with their citizens. At the same time, the level of citizen participation in local democratic and political processes has been low. With social media, an opportunity has been created for municipalities to reach out to a larger part of their audiences and get them more involved in the municipal operations that affects the daily lives of the citizens. The purpose of this study is to examine how municipalities within Uppsala County are utilizing Facebook to communicate with their citizens. The research questions are as following: “How does the municipalities communication on Facebook correspond with their communication documents” and “How does the municipalities communicate with their citizens based on representation and engagement?” The theoretical framework for this study is based on Ines Mergels theory on social media use and adoption among government organizations. The methods consist of a quantitative as well as a qualitative content analysis. In total, there were 100 Facebook posts examined with the main result showing that the municipalities generally do not focus on using Facebook posts as a way to increase democratic participation directly on Facebook. Rather, they use Facebook posts to inform citizens about democratic and political events happening in the real world. This study provides the perspective of eight different municipalities and by doing so contributes with a broader picture of how Swedish municipalities communicate with their citizens through Facebook.

Made available in DSpace on 2018-08-01T23:40:33Z (GMT). No. of bitstreams: 1 tese_6710_Dissertacao_final_CamilaUliana.pdf: 790466 bytes, checksum: 723f203986adfd517dea9928b4def709 (MD5) Previous issue date: 2013-07-26 / A presente dissertação tem o objetivo de compreender as relações entre os usos do Facebook pelos membros do Jornal Online XYZ e a interpretação dos símbolos organizacionais. Para alcançá-lo foram utilizadas as contribuições teóricas de Blumer (1969), Burrel e Morgan (1979), Morgan, Frost e Pondy (1983), Gioia (1986) e Turner (1990) para tratar de interacionismo simbólico, interpretativismo e simbolismo organizacional; Maines (1977), Mendonça (2002), Marchiori (2009) e Carvalho (2010) para compreender as relações entre interação social e comunicação; e os estudos de Ellison et al (2006), Ellison et al (2007), Boyd e Ellison (2007), Ellison, Steinfield e Lampe (2007), Dwyer et al (2006), Nadkarni e Hofmann (2012) e Golder et al (2007) para analisar os usos do Facebook. O método qualitativo norteou a abordagem empírica e a coleta de dados foi realizada por meio de pesquisa bibliográfica e documental, netnografia e entrevistas semiestruturadas. O tratamento de dados da entrevista se deu por meio da análise de conteúdo (Bardin, 2002), na modalidade temática (Minayo, 1999). Após a análise, observou-se que o Facebook é um canal de trocas simbólicas entre os sujeitos na organização, porém nessa mídia essas trocas são veladas. Há um entendimento compartilhado de que o facebook é um local de muita exposição e por isso, as pessoas tem medo de postarem informações pessoais ou sobre o trabalho, pois acreditam estarem sendo vigiados. Nesse contexto, outras redes sociais digitais também foram identificadas como veiculo de troca de conteúdos simbólicos. / The present study aims to understand the relationship among ways of using Facebook by members of the Online Journal XYZ and meaning of organizational symbols. In order to speak out on symbolic interactionism, interpretivism and organizational symbolism were consulted previous studies reported by Blumer (1969), Burrell and Morgan (1979), Morgan, Frost and Pondy (1983), Gioia (1986), Turner (1990), Maines (1977), Mendoza (2002), and Marchiori (2009. Furthermore, the work of Carvalho (2010) was usefull to understand the relationship between social interaction and communication, and studies of Ellison et al (2006), Ellison et al (2007), Boyd and Ellison (2007), Ellison, Steinfield and Lampe (2007), Dwyer et al (2006), Nadkarni and Hofmann (2012), as well as Golder et al (2007) to analyze the uses of Facebook. The qualitative method guided the empirical approach and the data collection was conducted through scientific literature, review of documents, netnography and semistructured interviews. Interview data processing was done through content analysis (Bardin, 2002), the thematic (MINAYO, 1999). After analysis, it was observed that Facebook is a channel of symbolic exchanges among individuals in the organization, however, in this media these exchanges are veiled. There is a shared understanding that facebook is a place of large exposure and therefore, people are afraid of posting personal information on the work or because they believe are being watched. In this context, other online social networks were identified as a vehicle for the exchange of symbolic content.

Submitted by Pedro Barros (pedro.silvabarros@ufpe.br) on 2018-06-20T22:21:52Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Rafael dos Santos Morato.pdf: 4171218 bytes, checksum: 21f64e0cc1ceaa7f7289caa4b2b67034 (MD5) / Made available in DSpace on 2018-06-20T22:21:52Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Rafael dos Santos Morato.pdf: 4171218 bytes, checksum: 21f64e0cc1ceaa7f7289caa4b2b67034 (MD5) Previous issue date: 2017-02-22 / O desenvolvimento das Tecnologias da Informação e Comunicação – TIC levou a ampliação do acesso à produção de conteúdos. Há quem considere, inclusive, um avanço na democracia comunicacional, pois na internet não são apenas os meios hegemônicos de comunicação que ocupam esse espaço. Pessoas comuns passaram a ter voz ativa nesse ambiente. Com um acesso considerável, mas que ainda comporta exclusão digital, as mídias sociais se potencializaram e receberam a transferência dos problemas sociais ocorridos no mundo off-line. Logo, ao mesmo tempo em que permitiram uma democracia comunicacional serviram também de canal para a reprodução de desigualdades sociais. Nesse contexto, inserimos o Facebook como símbolo dessa dinâmica, contabilizando mais de 1,5 bilhão de usuários no mundo. Sendo assim, a desigualdade social que vitima LGBT quando o assunto é gênero e sexualidade pode ser visualizada também nos discursos do Facebook. A partir disso esse trabalho tenta compreender como a formação de discursos advindos de relações de poder e ideologias distintas contribui para a (re)produção das assimetrias sociais que vitimam os LGBT em discursos no Facebook. O caminho teórico-metodológico que se encontrou para analisar os discursos sobre gênero e sexualidade no Facebook e enxergar o que está por trás desse discurso foi a Análise do Discurso Crítica. A partir da construção teórica dos estudos críticos do discurso e da utilização de pesquisa documental foi possível compreender como as interdiscursividades, as relações de poder e os sentidos ideológicos estavam influenciando a formação dos discursos sobre gênero e sexualidade e, consequentemente, (re) produzindo desigualdade social. / The development of information and Communication Technologies – ICT has led to an increase in access to the production of content. There are even those who consider an advance in communicational democracy, because on the Internet it isn’t only the hegemonic media that occupies this space. Common people began to have an active voice in this environment. with considerable access, although it still entails digital exclusion, social media has been empowered and received the transference of social problems occurred in the offline world. Therefore at the same time that they allowed the communicational democracy they also served as a channel for the reproduction of social inequalities. In this context, we have inserted Facebook as a symbol of this dynamic, accounting for more than 1.5 billion users worldwide. Therefore, social inequality that is a victim of LGBT when it comes to gender and sexuality can also be seen in Facebook speeches. From this, this work tries to understand how the formation of discourses from different power relations and ideologies contributes to the (re)production of social asymmetries that victimize the LGBT from discourses on Facebook. The theoretical-methodological way that was found to analyze the discourses on gender and sexuality in Facebook and to see what is behind this discourse was the Analysis of Critical Discourse. From the theoretical construction of critical discourse studies and the use of documentary research, as well as from some ethnographic aspects, it was possible to understand how interdiscursivities, power relations and ideological senses were influencing the formation of discourses on gender and sexuality and, consequently, (re) producing social inequality.

Submitted by Pedro Barros (pedro.silvabarros@ufpe.br) on 2018-08-01T18:07:18Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) TESE Adriana Amaral Freire.pdf: 4018656 bytes, checksum: d884540e0ba01a6550b774e0a40dd1c2 (MD5) / Approved for entry into archive by Alice Araujo (alice.caraujo@ufpe.br) on 2018-08-02T18:06:08Z (GMT) No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) TESE Adriana Amaral Freire.pdf: 4018656 bytes, checksum: d884540e0ba01a6550b774e0a40dd1c2 (MD5) / Made available in DSpace on 2018-08-02T18:06:08Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) TESE Adriana Amaral Freire.pdf: 4018656 bytes, checksum: d884540e0ba01a6550b774e0a40dd1c2 (MD5) Previous issue date: 2017-03-27 / CAPES / Partindo da experiência religiosa mediada pelas ferramentas digitais da internet, esta tese se ancora na observação do contexto contemporâneo, no qual instituições religiosas promovem ações de marketing para se diferenciarem e conquistarem seus públicos e personalidades religiosas despontam como celebridades midiáticas. Com esta perspectiva, nos debruçamos sobre os discursos e interações que ocorrem nos espaços digitais em rede para compreender movimentos que ocorrem na esfera religiosa moderna, no âmbito cristão, considerando especificamente o ambiente das mídias sociais digitais ou, mais precisamente, do Facebook. Nesse empreendimento, analisamos a presença digital de celebridades religiosas e as interações que estas promovem com seus fiéis e seguidores, que acabam por se converterem em fãs. Para fazer isso, trabalhamos combinando as metodologias qualitativas da Netnografia e da Análise do Discurso. A pesquisa demanda a consulta de uma base teórica bem diversa para fundamentar conceitos da análise do discurso e da netnografia, que desenvolvemos com base em autores como Foucault e Orlandi na AD e Kozinets e Hine, para estudo da netnografia. Para embasar a discussão sobre mercado religioso consultamos autores como Canclini, Houtart, Carranza e Patriota. Para pensarmos a expressão celebridade religiosa, tomamos como base Alpion, Zovan, Marshal e Cashmore. E, nas perspectivas de ciber-fiel e ciber-igreja, consultamos Aoki e Machado e Jenkins, além de Heidi Campbell e Hutchings, que abordam autoridade religiosa e ciber-igreja. A ênfase apresentada no trabalho é estruturada a partir da experiência religiosa mediada pelas ferramentas da internet e pelos espaços digitais ocupados por tais líderes religiosos, que mesmo promovendo uma atmosfera espetacular, conservam algo de sagrado e que muito se assemelha aos templos religiosos presenciais. Tais perspectivas nos direcionam para a observação dos seguidores dessas celebridades religiosas no ambiente digital que, pelas características da dinâmica e interatividade, da proximidade e autonomia que as redes digitais conferem aos usuários, acabam por promover um redesenho do fazer religioso contemporâneo. Essa ideia sustenta a tese de que os fiéis religiosos tradicionais, quando passam a interagir com seus líderes dentro de ambientes digitais, convertem-se em ciber-fiéis, mas igualmente conferem a seus líderes um tratamento de celebridades, ao mesmo tempo em que se comportam como fiés-fãs. / Based on the religious experience mediated through the internet digital tools, this thesis is anchored on the observation of the contemporary context, in which religious institutions are promoting marketing actions to be differenciated and conquer their publics and religious personalities emerge to become mediatic celebrities. With this perspective we are looking at the discourses and interactions in the digital networks spaces to understand the movements that happen in the modern religious sphere of the Christian ambit, specifically considering the digital media environment or more precisely the Facebook. In this context we analyze the digital presence of religious celebrities and the interactions that those celebrities promote with their believers and followers who became fans. To accomplish the analysis we combined the qualitative methodologies of Netnography and Discourse Analysis. The research requires a very diverse theoretical basis to support concepts like Discourse Analyze (DA) and Nethnography, which we developed based in authors such as Foucault and Orlandi to study DA, and Kozinets and Hine to study Nethnography. For the discussion of religious market we consulted authors such as Canclini, Houtart, Carranza and Patriota. To come up with the expression "Religious Celebrity" we had base on Alpion, Zovan, Marshal and Cashmore. And, for the perspective of cyber-believer and cyber-church we consulted Aoki and Machado, and Jenkins, beyond Heidi Campbell and Hutchings who have approached religious authority and cyber-church. The emphasis that we present in this research is structured on the religious experience mediated through the internet tools and the digital spaces occupied by those religious leaders who are able to promote this spectacular atmosphere while preserving something sacred that much resembles to the face-to-face religious temples. Such perspective led us to observe these followers of religious celebrities on the digital environment. Because to the characteristics of dynamics and interactivity and the proximity and autonomy which the digital networks give to their users, these followers end up promoting the redesign of contemporary religious practices. This concept supports the thesis that when the traditional believer starts to interact with their leaders in the digital environments they become cyber-believers and at the same time they give to their leaders a treatment of celebrities and they act like fans.

Submitted by Mario BC (mario@bc.ufrpe.br) on 2018-09-05T12:24:54Z No. of bitstreams: 1 Mariana Coelho Libonati.pdf: 5758386 bytes, checksum: 98e31d2f005cc3f89008ccea03d1ead5 (MD5) / Made available in DSpace on 2018-09-05T12:24:54Z (GMT). No. of bitstreams: 1 Mariana Coelho Libonati.pdf: 5758386 bytes, checksum: 98e31d2f005cc3f89008ccea03d1ead5 (MD5) Previous issue date: 2017-08-31 / In the contemporary world, mobile devices increasingly feed the excess and speed of information on social networks, they also help to stimulate even more the habit of the human being to "show up", since he lives immersed in these networks. Along with that, coexist the brands that propagate ideals of the "perfect" life with hedonic characteristics, such as happiness, status, beauty, self-esteem, confidence, youth, etc., due to the established relations also on networks. The present study has studied how the consumption badges occurs on Facebook, by students who have undergone the undergraduate international exchange program offered by the Brazilian Government "Sciences without Borders". It was a search for understanding how the new construction of the individual's identity in digital social networks occurs, since this individual is deterritorialized, and if there is space in the virtual world for the exposition of anguishes and fragilities or only for the idealization of the self that lives a recreated experience. / No mundo contemporâneo, os dispositivos móveis alimentam cada vez mais o excesso e a rapidez das informações veiculadas nas redes sociais, contribuindo, inclusive, para estimular ainda mais o hábito do ser humano “mostrar-se”, pois ele vive imerso nessas redes. Com ele, coexistem as marcas que propagam ideais de vida “perfeita” e com características hedônicas, dentre as quais se destacam a felicidade, o status, a beleza, a autoestima, a confiança, a juventude, etc., a partir das relações estabelecidas também nas redes. O presente trabalho estudou como se dão os emblemas de consumo no Facebook, por estudantes que realizaram intercâmbio internacional na graduação pelo programa do governo brasileiro Ciências Sem Fronteiras. Foi uma busca por compreender como ocorre a nova construção da identidade do indivíduo nas redes sociais digitais, já que esse se encontra desterritorializado, e se existe espaço no mundo virtual para a exposição de angústias e fragilidades, ou apenas para a idealização do eu que vive uma experiência recriada.

Submitted by Mario BC (mario@bc.ufrpe.br) on 2018-10-19T14:05:58Z No. of bitstreams: 1 Marcio Roberto Jordao Fonseca.pdf: 5005935 bytes, checksum: 656821391cb4a22ab4dbe8aba7eb8598 (MD5) / Made available in DSpace on 2018-10-19T14:05:58Z (GMT). No. of bitstreams: 1 Marcio Roberto Jordao Fonseca.pdf: 5005935 bytes, checksum: 656821391cb4a22ab4dbe8aba7eb8598 (MD5) Previous issue date: 2018-08-22 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The objective of this research is to investigate the practice of the "marathon" series of Netflix, focusing on the survey of its possible impacts on the lives of university students. The development of the internet in recent years has allowed the emergence of new entertainment platforms, among them Netflix, in addition to popularizing certain consumption habits, such as the "marathon." The practice, characterized by watching, in uninterrupted sequence, several episodes of a series, can influence the time management of users, in particular, university students. Such a public deserves attention because it is a great consumer of digital content. So, the chances of a sedentary lifestyle, irregular hours of sleep and even health problems, such as obesity, anxiety and depression are increased. Authors from various fields, such as Guy Debord, Theodor Adorno, Jesús Martín-Barbero, David Lyon and Daniel Kahneman were used in literature review. The paper used the Computer-Mediated Discourse Analysis (CMDA) method in Netflix posts on its official Facebook page. Comments from university consumers were also analyzed. It was concluded that there are evidences that the "marathon" contributes to the impairment of academic activities and socialization. In addition, it has been found that the practice may involve certain planning and consumption of foods of low nutritional value. In an era in which people are always connected to the internet and affectively linked to their electronic devices, it is necessary to understand the role of Netflix as a major provider of digital consumption and television entertainment, as well as the possible social consequences of this scenario. / O objetivo deste trabalho é investigar a prática da “maratona” de séries da Netflix, com foco no levantamento de seus possíveis impactos sobre a vida de estudantes universitários(as). O desenvolvimento da internet nos últimos anos possibilitou o surgimento de novas plataformas de entretenimento, entre elas, a Netflix, além de popularizar certos hábitos de consumo, como a “maratona”. A prática, caracterizada por assistir, em sequência ininterrupta, vários episódios de uma série, pode influenciar na gestão do tempo dos usuários, em particular, de jovens universitários(as). Tal público merece atenção, pois, é um grande consumidor de conteúdo digital. Aumentam-se então as chances de sedentarismo, horas de sono irregulares e até problemas de saúde, como obesidade, ansiedade e depressão. Autores de diversos campos, como Guy Debord, Theodor Adorno, Jesús Martín-Barbero, David Lyon e Daniel Kahneman foram utilizados na revisão de literatura. O trabalho utilizou o método da Análise do Discurso Mediado por Computador (ADMC) nas postagens da Netflix em sua página oficial no Facebook. Os comentários de consumidores(as) universitários(as) também foram analisados. Concluiu-se que existem evidências de que a “maratona” contribui para o comprometimento das atividades acadêmicas e de socialização. Além disso, descobriu-se que a prática pode envolver certo planejamento e consumo de alimentos de baixo valor nutritivo. Numa era na qual as pessoas estão sempre conectadas à internet e vinculadas afetivamente aos seus dispositivos eletrônicos, é necessário compreender o papel da Netflix como uma das principais fomentadoras de consumo digital e entretenimento televisivo, assim como as possíveis consequências sociais trazidas por este cenário.

Made available in DSpace on 2016-12-23T13:44:56Z (GMT). No. of bitstreams: 1 Camila Uliana Donna.pdf: 762205 bytes, checksum: 5a4a6aaa6bc5ec706e18abe6a8ae56b4 (MD5) Previous issue date: 2013-07-26 / A presente dissertação tem o objetivo de compreender as relações entre os usos do Facebook pelos membros do Jornal Online XYZ e a interpretação dos símbolos organizacionais. Para alcançá-lo foram utilizadas as contribuições teóricas de Blumer (1969), Burrel e Morgan (1979), Morgan, Frost e Pondy (1983), Gioia (1986) e Turner (1990) para tratar de interacionismo simbólico, interpretativismo e simbolismo organizacional; Maines (1977), Mendonça (2002), Marchiori (2009) e Carvalho (2010) para compreender as relações entre interação social e comunicação; e os estudos de Ellison et al (2006), Ellison et al (2007), Boyd e Ellison (2007), Ellison, Steinfield e Lampe (2007), Dwyer et al (2006), Nadkarni e Hofmann (2012) e Golder et al (2007) para analisar os usos do Facebook. O método qualitativo norteou a abordagem empírica e a coleta de dados foi realizada por meio de pesquisa bibliográfica e documental, netnografia e entrevistas semiestruturadas. O tratamento de dados da entrevista se deu por meio da análise de conteúdo (Bardin, 2002), na modalidade temática (Minayo, 1999). Após a análise, observou-se que o Facebook é um canal de trocas simbólicas entre os sujeitos na organização, porém nessa mídia essas trocas são veladas. Há um entendimento compartilhado de que o facebook é um local de muita exposição e por isso, as pessoas tem medo de postarem informações pessoais ou sobre o trabalho, pois acreditam estarem sendo vigiados. Nesse contexto, outras redes sociais digitais também foram identificadas como veiculo de troca de conteúdos simbólicos / The present study aims to understand the relationship among ways of using Facebook by members of the Online Journal XYZ and meaning of organizational symbols. In order to speak out on symbolic interactionism, interpretivism and organizational symbolism were consulted previous studies reported by Blumer (1969), Burrell and Morgan (1979), Morgan, Frost and Pondy (1983), Gioia (1986), Turner (1990), Maines (1977), Mendoza (2002), and Marchiori (2009. Furthermore, the work of Carvalho (2010) was usefull to understand the relationship between social interaction and communication, and studies of Ellison et al (2006), Ellison et al (2007), Boyd and Ellison (2007), Ellison, Steinfield and Lampe (2007), Dwyer et al (2006), Nadkarni and Hofmann (2012), as well as Golder et al (2007) to analyze the uses of Facebook. The qualitative method guided the empirical approach and the data collection was conducted through scientific literature, review of documents, netnography and semistructured interviews. Interview data processing was done through content analysis (Bardin, 2002), the thematic (MINAYO, 1999). After analysis, it was observed that Facebook is a channel of symbolic exchanges among individuals in the organization, however, in this media these exchanges are veiled. There is a shared understanding that facebook is a place of large exposure and therefore, people are afraid of posting personal information on the work or because they believe are being watched. In this context, other online social networks were identified as a vehicle for the exchange of symbolic content

M.Ed. (Educational Psychology) / With the increasing development of technology and the cyber world, a culture of social networking has been established. Social networking sites, such as Facebook™, became useful and popular tools, specifically for young adolescents, as it offers engaging opportunities to connect, communicate and interact with peers while enabling and sustaining interpersonal relationships. Given the stage of development in which they reside according to Erikson, adolescents place immense value on their social activity and connectedness, and therefore a positive self-identity and self-esteem becomes dependent on their social success. This study attempted to explore the possible psychosocial effects, specifically on the self-esteem of adolescents, who regularly interact on Facebook™. The research was conducted at an urban public school in the northern suburbs of Johannesburg. Participants for the individual interviews were selected based on how thoroughly they completed their questionnaires which I requested of this grade 10 group. From the analysis of the data, four main categories emerged namely; positive and negative influences on self-esteem, deception on Facebook™, crystallisation of identity and dangers associated with Facebook™. Consistent with recent literature regarding social networking and its effects, the results suggested that there is a definite link between Facebook™ interaction and self-esteem and that the social interactions on Facebook™ can have both positive and negative effects on the self-esteem of the individual. It is however crucial to consider the dangers and detrimental effects on both the self-esteem and the safety of individuals. Furthermore interesting features that were illuminated by the research is the concept of deception on social networking sites and individuals’ tendency to deceive and mislead based on a desire to be accepted and to avoid criticism. Lastly the idea of individuals’ identity being crystallised through their social interaction on Facebook™ came through strongly. Recommendations made based on the findings include adapting the Life-Orientation curriculum to address social etiquette and moral guidelines pertaining to online behaviour and interactions. Recommendations for future research include, amongst others, broadening the context and exploring this issue throughout the whole of South Africa and to observe differences between urban and rural areas.

Denna artikel är inriktad mot att integrera Facebook med Android applikationer. Artikeln kommer att hjälpa personer som försöker att integrera sin applikation med Facebook. De lösningar som jag tar upp är grundläggande för att integrera Facebook med Android med sättet jag valde för att utföra dessa lösningar är anpassade till applikationen ”MyWorld”, men kan även anpassas till vilken applikation som helst beroende på hur man vill att sin applikation ska se ut. Målet med arbetet var att ersätta vissa funktioner i MyWorld med Facebook, som till exempel inloggning, registrering och vän hantering. Genom tydlig informationssökning och planering blev resultatet att applikationen MyWorld  inte har någon slags registreringssystem, själva inloggningen och hämtningen av vänner sker via Facebook.

KONTEXT. I takt med att Internets framväxt och fler och fler människor ansluter sig till sociala medieplattformar som Facebook, uppkommer nya sätt att interagera och kommunicera mellan varandra. Samtidigt ökar antalet organisationer och företag, som i sin tur måste hitta nya vägar för att deras marknadsföring ska sticka ut och bli uppfattad. För att nå ut till målgruppen med budskap, måste organisationen vara där målgruppen är. Därför har Facebook blivit en ny del av företags marknadsföringsredskap. Denna studie är fokuserad på Malmö stadsbiblioteks användning av Facebook som ett kommunikationsverktyg i hanteringen av kundkontakter. MÅL. Syftet med denna magisteruppsats är att undersöka Malmö stadsbiblioteks användning av Facebook, med ett huvudsakligt fokus på undperception och kundens upplevelse av kommunikationen, för att utreda hur Malmö stadsbibliotek bör använda Facebook i marknadsföringssyfte. METOD. Denna studie är baserad på en empirisk undersökning innehållandes en innehållsanalys av Malmö stadsbiblioteks Facebooksida, och också en onlineenkät gjord på de som ”gillar” och följer Facebooksidan. RESULTAT. Resultatet av den empiriska studien visar att Malmö stadsbibliotek står inför en bred målgrupp där segmentering är nödvändigt för att skapa och sprida rätt budskap till den primära målgruppen. Malmö stadsbibliotek publicerar statusuppdateringar relativt jämnt fördelat på månadens dagar och det är möjligt att peka ut olika kategorier av uppdateringar med olika målgruppsresponser och upplevelser från följarna. Resultatet av studien presenteras som diagram och tabeller med beskrivningar för att förbättra illustrationen och därför öka förståelsen. SLUTSATS. Slutsatsen av denna magisteruppsats är att de flesta respondenterna är positiva inför Malmö stadsbiblioteks användning av Facebook. Baserat på diverse befintliga teorier är marknadsföring på sociala nätverk ett bra sätt att interagera, kommunicera och få feedback från kunder för att kunna bygga goda relationer med kunderna. Detta är någonting som är väldigt viktigt i nuläget när antalet företag och reklambruset är så högt som det är. Det finns ingen enkel väg till framgång, med enbart en korrekt väg. Det är beroende av varje specifik organisation och deras specifika primärmålgrupp.