The aim of this study was to investigate how selected municipalities’ use social media, with a focus on how they are working to increase the dialogue between municipalities’ and residents. To answer the purpose of the study three questions has been formulated: how do the communicators use social media in their daily work? What opportunities and challenges are the municipalities’ experiencing with Facebook? How do they work with Facebook to increase dialogue with citizens? The theories that has been used in this study is Cutlip’s and Grunig’s public relations theories, Shannon and weavers communication model, Cutlip’s and Heath’s theory of issue management and Jenkins theory of convergence culture. The method that has been used in this study is qualitative semi-structured interviews and the analysis is done with a thematic text analysis. The material of this study contained interviews of four communicator officers that are responsible for social media in the municipalities’.    The results of the semi-structured interviews showed that the communicator officers used social media to quickly, easily and cheaply connect many citizens in comparison with the traditional media. The biggest opportunity with Facebook for municipalities’ was to improve issue management by spreading the information faster and have an improved dialog with the citizens. The biggest challenge was to think more strategically how to enhance the use of Facebook. The communicator officers try to invite citizens to dialogue by presenting information that citizens want comment and debate about. Municipalities’ also will have meetings with PR agencies to improve the dialog with the citizens in Facebook.

This diploma thesis provides an overview of current trends in firm culture of companies and their context. The theoretical part specifies the field of civil engineering, defines the concept of corporate culture and enriches it with existing approaches to management and determination of the form of corporate culture. The empirical part includes research that identifies changes in corporate culture related to the Y, Z generations on the labor market, and to what extent they meet the requirements of the corporate environment. The result of the thesis is evaluation, SWOT analysis of "millennials" and proposals for solutions.

Master's thesis is focused on the problematic areas in the management of the company and creating systems of management that helps eliminate these shortcomings. The result should increase productivity of the company. Part of the thesis will be dealing with human resource management, which is very important for running the company without problems.