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Worldwide result over internetusers show that Sweden internet users comes at third place. The technological development has been explosive. Individuals can with the help of technology live some, in other cases all their social lifes through social media. Therefore organizations has a lot to gain by using social media to interact and start up dialogue with their audicence. There are different views whether a civic society has developed on internet or not. The focus in our thesis has been on NGO’s, if and how they choose to communicate with their audience on Facebook. The NGO’s in question was WWF, The Red Cross, UNICEF and Greenpeace. Our purpose with our thesis was to examine the communication on Facebook and what phraseology the organizations used on Facebook.   We have done this thesis through our theoretical framework with a Habermasian overhaul, further with Web 2.0, PR 2.0 and interactivity. With quantitative and qualitative methods we examined how the organizations used interactivity and if they opened up to a dialogue with their audience.   Our main findings was that the organizations didn’t use interactivity or opened up to a dialogue on Facebook. WWF was the organization that used interactivity and tried to start a dialogue. The organizations language was often casual and sometimes even personal. This suggests that social media has changed parts of the language organization can use on social media. The discussion whether social media is a new place for civic conversations and what role organizations and corportation can and should play is a discussion in time. Further academic research could focus on how NGO’s use different kinds of social media, also how the audience feel and think regarding interaction and dialogue on social media. These are questions that needs to be further explored.

<p>Social media is by many believed to be the core of a new type of Public Relations. This new PR is called PR 2.0. Most larger companies today are to be find using dif- ferent types of social media to interact with their publics. Each year companies invest more money in this type of digital public relations. Social media is a relatively new online phenomenon and still used at a very early stage. Today there are a lot of differ- ent ideas and theories’ coming from many directions on how to use social media in PR and also what comes out from doing so. Companies invest a lot of money in it, but how’s it done and what’s the return on investment (ROI) in using social media? PR 2.0 is said by its advocates to be a step away from a type of PR that is built on messages to a PR built on two-way communication, dialog and equally beneficial rela- tionships. This essay aims at exploring what PR 2.0 is when practiced, what makes it different from the old PR and how it can be used to manage relations with publics. The focus lies on how the relationships between a company and its publics have developed in the digital world. As a more separate matter of research we have studied how effects from PR in social media can be measured . The essay is based on qualitative interviews performed with Swedish PR communica- tion and social media marketing practitioners. The result from the interviews in com- bination with relevant literature makes the foundation for the conclusions made in the essay. The literature and articles used in the essay is a mix of more general PR theo- ries, theories about PR in practice, social media marketing and digital PR, PR 2.0. The conclusion of this essay is that social media constitutes great opportunities for companies to listen and talk to its publics in a way not possible before. However, the relationships created aren’t always the result of a symmetric two-way communication. Companies use social media to monitor and register what people think about them, which is the characteristic for a form of communication that is asymmetrical. But it is also important to notice that companies that share more and create value for those they are communicating with will build stronger relationships. Social media also makes it possible to identify publics and important individuals by using the medium itself, in a way that is both easy and cost-efficient. The problem with measuring effects from communicating in social media is of a methodological nature. A lot of what happens when communicating in social media is possible to measure and quantify, but the problem lies in explaining what the result means. To set up clear and realistic goals and to do research before engaging in social media is a prerequisite for measuring ef- fects at all.</p>

Social media is by many believed to be the core of a new type of Public Relations. This new PR is called PR 2.0. Most larger companies today are to be find using dif- ferent types of social media to interact with their publics. Each year companies invest more money in this type of digital public relations. Social media is a relatively new online phenomenon and still used at a very early stage. Today there are a lot of differ- ent ideas and theories’ coming from many directions on how to use social media in PR and also what comes out from doing so. Companies invest a lot of money in it, but how’s it done and what’s the return on investment (ROI) in using social media? PR 2.0 is said by its advocates to be a step away from a type of PR that is built on messages to a PR built on two-way communication, dialog and equally beneficial rela- tionships. This essay aims at exploring what PR 2.0 is when practiced, what makes it different from the old PR and how it can be used to manage relations with publics. The focus lies on how the relationships between a company and its publics have developed in the digital world. As a more separate matter of research we have studied how effects from PR in social media can be measured . The essay is based on qualitative interviews performed with Swedish PR communica- tion and social media marketing practitioners. The result from the interviews in com- bination with relevant literature makes the foundation for the conclusions made in the essay. The literature and articles used in the essay is a mix of more general PR theo- ries, theories about PR in practice, social media marketing and digital PR, PR 2.0. The conclusion of this essay is that social media constitutes great opportunities for companies to listen and talk to its publics in a way not possible before. However, the relationships created aren’t always the result of a symmetric two-way communication. Companies use social media to monitor and register what people think about them, which is the characteristic for a form of communication that is asymmetrical. But it is also important to notice that companies that share more and create value for those they are communicating with will build stronger relationships. Social media also makes it possible to identify publics and important individuals by using the medium itself, in a way that is both easy and cost-efficient. The problem with measuring effects from communicating in social media is of a methodological nature. A lot of what happens when communicating in social media is possible to measure and quantify, but the problem lies in explaining what the result means. To set up clear and realistic goals and to do research before engaging in social media is a prerequisite for measuring ef- fects at all.

This essay focus on the social media Twitter and how three Swedish PR practitioners view and use communication strategies for this social media. Twitter was created 2006 and is kind of a new channel in the digital world. The micro blog has over these few years attracted 175 million users across the world. In Sweden there is 91 000 registered users and according to a survey, 11 000 of them are active by tweeting once a day. Twitter is highly current and all kinds of people are using the social media, for example, artists, companies and individuals. Twitter is with its highly number of users building a new market for organizations to find their stakeholders. The organizations are given the great opportunity to have a conversation directly with their stakeholders in a global world. But as in all kinds of scenarios there are social codes. There is important to learn how to handle this given opportunity so that it won’t be wasted, and maybe even go that far to perish the organization. This essay therefore aims at exploring what kinds of communication strategies these three PR-practitioners use for Twitter and how they think that organizations can apply the strategies in their daily work with communication strategies. The essay also aims to explore what kind of problems organizations can meet in there relation with Twitter.  The essay have been based on qualitative interviews with Swedish PR-practitioners with expertise on social media marketing. The result from the interviews in combination with relevant literature makes the foundation for the conclusions made in the essay. The literature and articles used in the essay is a mix of general PR theories, PR 2.0, Twitter, Branding and Social Media Marketing.  The conclusion of this essay is that the three PR-practitioners are working with strategies for Twitter but Twitter is an integrated part of the strategy for social media as a whole. They always work from the organizations purpose and goal and the work should be based on the target groups, how can we reach them and what do they talk about on Twitter? The daily strategic communication work should be based on the target groups and how to adjust to them on Twitter. It should also be about working with the brand and learn from the stakeholders about your brand. Twitter can in the daily work also be used as a business intelligence tool for finding your target groups and learning more about them. The difficulties discussed by the informants is first the tonality, that the organization should both be personal and professional at the same time. Second that social media cannot be used as traditional marketing channels. Now it is about conversations and not one way communication. Third is how to build a relation with interesting and relevant content. And fourth, the availability. Because of the high-speed flow of information the organization need to be active and that starts question about response obligation and manning.

The diploma thesis "PR 2.0 - The role of new media in the building of public relations" deals with the application of new media to the process of building links with public with help of public relations tools. The target of this thesis is to provide a comprehensive outlook on options of using new media and their influence on a transformation of communication paradigm of the public relations discipline. It focuses particularly on social media that form one of the new media categories. The theoretical part follows basic definitions and key characteristics of the public relations discipline, new and social media and main differences between the "old" and "new" media. It is dealt with the implementation of social media to the process of building relations with public and their role and contribution for the public relations discipline. As an own contribution to the thesis I conducted a research. The analytical part explores particular case studies of implementation of social media to public relations activities. The case studies and their analysis are supposed to validate or invalidate the hypothesis of the influence of new media on changing paradigm of public relations.