Propose/Aim: The aim of this thesis is to examine the professional role of the Community Manager working for gaming companies. The thesis will examine which background and previous experience a Community Manager should have and the tasks included in the assignment to see how this new role can contribute to the development of gaming companies. Material/Method: The method used in this study is of a qualitative character. The data has been gathered through e-mail interviews with five people working as Community Managers in the gaming business and in addition, through a textual analysis of five job advertisements. The results were analyzed on the basis of carefully selected theories in the field of strategic communication. Main results: The main result of this study is that the Community Manager's most important task is to act as a link between the players and the game developers by communicating with both sides. The Community Manager can receive important feedback from the players which can contribute to the game development.

Tourism is a growing industry that brings in a lot of money each year, range ofactivities increases and people travel more than ever before. More and more chooseto move from rural areas to larger towns, at the same time when people are travellingthey want to visit quieter places that can offer outdoor experiences in the nature. Thisis something that tourism businesses located in rural areas have a great advantage of.But when the range is large, it becomes important for firms to communicate with themarket, to make the tourists choose to visit them. The purpose of this study is to investigate which media channels and target groupsthat tourism businesses use and how they reflect on the importance of communicatewith the market. To find this out, interviews have been conducted with tree differententrepreneur, all located in Jämtland. The theory’s that has been used is strategiccommunication, public relations, market communication, media channels, socialmedia and target groups.The result shows that all companies think that thecommunication with the market is an important part in the work with the company.The communication gets the business a chance to be seen and it becomes more easilyto create relationships with the stakeholders. In order to promote their businesses,they use advertising, social media and websites. The conclusion of the study is thatcommunication is very important for companies. It is easy to communicate butdifficult to succeed because it´s many things the companies must take into account.There should be a strategy and a clear picture of what should be communicated andin what way. That is how they will succeed in the best way. / Turismen är en växande industri som drar in stora summor pengar varje år, utbud avaktiviteter ökar och människor reser idag mer än någonsin förut. Samtidigt väljer fleroch fler att flytta från landsbygden in till större städer, men när människor reser villde besöka lugnare platser som kan erbjuda upplevelser i naturen . Detta är något somturistföretag som finns på landsbygden har stor nytta av . Men då utbudet är stort,blir det viktigt för turistföretagen att kommunicera med marknaden så att besökareväljer att besöka just dem. Syftet med denna uppsats är att undersöka vilka mediekanaler och vilka målgrupperturistföretag använder sig av samt hur de ser på betydelsen av att arbeta strategisktmed marknadskommunikation. För att ta reda på detta har intervjuer gjorts med treolika entreprenörer, alla i Jämtland. Teorierna som används är strategiskkommunikation, public relationer, marknadskommunikation, mediekanaler, socialamedier och målgrupp. Resultatet visar att alla de intervjuade tycker attmarknadskommunikation är en viktig del i arbetet med företaget. Med hjälp avkommunikation får verksamheterna en chans att synas och de kan enklare skaparelationer med sina intressenter. För att kommunicera använder de annonsering,sociala medier och webbplatser. Slutsatsen av undersökningen är attmarknadskommunikationen är väldigt viktigt i arbetet med företagen. Attkommunicera är något som alla kan göra men det är desto svårare att lyckas då det ärflera faktorer företagen måste ta hänsyn till. Det bör finnas en strategi och en klarbild av vad som ska förmedlas och på vilket sätt. Detta för att lyckas på bästa sätt.

The purpose of this study is to examine how the editorial staff from the Swedish radio program Morgonpasset i P3 and the Norwegian radio program P3morgen uses Facebook and Twitter and how they can use social media as a tool in the production. The purpose is also to examine how active both of the editorial staff are on Facebook and Twitter and which kind of language they use on Facebook and Twitter. The radio programs both work under a lot of similar conditions and are both controlled by public service in both countries. To conduct the study qualitative interviews was performed with the web editor Christoffer Malm from Morgonpasset i P3 and the radio presenter Silje Nordnes from P3morgen in combination with a quantitative content analysis. The study was conducted over a limited period of the autumn of 2013. The essay is based on theories on strategic communications, public relations and language in social media. The result of this study shows that both of the editorial staff uses Facebook and Twitter to create a relationship with the listeners and also to create an on-going dialog. The editorial staff at Morgonpasset i P3 are more active on social media then the editorial staff at P3morgen. Both of the radio programs editorial staff is using a young, non-bureaucratically language on Facebook and Twitter. This study also shows that the public service organisation SR in Sweden have a more worked out strategy plan for how to use Facebook and Twitter than the public service organisation NRK in Norway have.

I denna uppsats undersöks det hur fem stiftsinformatörer upplever Svenska kyrkans skilsmässa från staten. Uppsatsens syfte är att ta reda på hur kommunikationen hanterades när Svenska kyrkan skiljdes från staten samt hur den kommunikationen hanteras idag. Uppsatsen behandlar även Svenska kyrkans kommunikationsstrategi. Metoden som används i uppsatsen är kvalitativ. Syftet med en kvalitativ undersökning är att få en tydlig beskrivning av det fenomen som uppsatsen vill belysa. Min huvudfråga är Märks förändringsprocessen fortfarande av inom, och bortom, kyrkans väggar, och på vilket vis speglas detta i organisationen? För att försöka besvara frågan tillkommer även detaljfrågor kring hur förändringsprocessen kring bytet från statskyrka hanterades, om informatörerna upplever någon skillnad i kommunikationen sedan millennieskiftet, på vilket sätt förändringen för Svenska kyrkan kommunicerades samt om uppsatsen kan hitta stöd för informatörernas svar i kommunikationsstrategin. Det var en lång utveckling som slutligen ledde till att Sverige förlorade sin statskyrka. När skilsmässan från staten skulle meddelas under 1999/2000 annonserade Svenska kyrkan med kampanjen ”Plats för eftertanke”. Kampanjen syntes bland annat som på biografer, i tidningar och på reklamtavlor. Idag behöver skilsmässan från staten inte kommuniceras. Det motstånd som hörs är främst externt, även om vissa kritiska röster ännu hörs inom organisationen. Svenska kyrkans nationella kommunikationsstrategi kan kopplas till många intervjusvar. Det finns dock en del intervjusvar där svaren avviker från strategin, där det lyfts fram vad som Svenska kyrkan anser är väsentligt.

Title: “SJ AB har kommenterat ditt inlägg”: En kvantiativ och kvalitativ studie om SJ AB:s kommunikation i sociala medier Writers: Fanny Fellman and Moa Grönroos Class, semester, year: Bachelor thesis, 15 HP, winter semester 2014 Number of words in the thesis: 13 566 Problem definition and purpose: Our purpose is to investigate how SJ communicate in social media in crisis. SJ AB is a Swedish train company with traffic across Sweden who may be affected by a variety of crises. Social media use has today grown and now uses just not the Internet for pleasure, but also to ask questions and get feedback. Social media leads us into a new communication scenery, which also applies to organizations to be present. Internet thus play a major role in the battle for the main communication arenas and may even have been one of the most important media to communicate through during a crisis - Internet helps to organize crises, whether you're talking about handling or solutions of crises. In that SJ has many followers in their social media, it puts them in a tight seat and forces them to act. Methods and material: The empirical data is collected through quantitative and qualitative methods. The quantitative and qualitative material has been collected through fifty posts from SJ's stakeholders in the organization's official pages on Facebook and Twitter. Our selection was due to the social networking SJ had the most activity and the selection of posts were posts that dealt with some form of crisis. Main results: What SJ is at the forefront with is to communicate with their stakeholders within short time. In the majority of posts you could see communication from the organization within an hour race. This suggests that SJ AB concentrates on answering its stakeholders quickly. What pervade their presence on both Facebook and Twitter is that they always, in any form, offers a solution and / or explanation of the situation. In contrast to vary the quality of the solution depending on the social medium terms and the type of crisis terms, and it results in SJ AB's attitude perceived as engaging but also passively. In many of the cases where they explain and offer a solution to the crisis shows they are also a good transparency by showing an openness to the interested about what happened and why. In the majority of the analyzed posts, SJ is confirming rather than taking distance to the crises and problems that stakeholders highlight of their consciousness. On the other hand, sometimes it occurs revulsion if it is felt justified, but then it’s explained closely. SJ strives to have an informal language when communicating via social media, and it's something that generally is consistently communicating on Facebook while on Twitter vary to a greater extent. In the communication via social media so not perceived stakeholder and SJ AB as unequal. The organization adapts to the stakeholder and try to engage in stakeholder's level, speaking not too formal but for dialogue as if it were in real life. Through dedication and simple language achieves SJ AB and stakeholder together with an understanding of the current crisis, and in this way they can together contribute to the crisis dissolves. Keywords: social media, crisis communications, crisis management, SJ AB, strategic communication, relationship building

This essay is how companies are using Facebook to appear. The two companies in this study, Fritz Olsson AB Kalix and Promentum AB shows how Like, share and comment-contest communicates via Facebook. The purpose of this essay is to examine how Facebook users attitude and perception is to Like, share and comment- contest. The thesis was conducted in two parts, first a qualitative interview with the two companies that stand as examples in the paper and a quantitative online survey. The online survey was sent out to the 256 Media and Communication students at Umeå University, who read or has read the program from 2010 to 2016, via Facebook. The number of respondents was 69 students. The study is based in the theories of marketing, strategic communications and web 2.0. The results of the survey show that there are differences of opinion on how the setting is to Like, share and comment contests on Facebook. The companies have a good view of the contests, they have received positive feedback after the competition and plan to continue as long as there is an interest. None of these companies knew that there was a policy and guidelines from Facebook about how a contest should be designed. The majority of Facebook users who responded to the online survey consider that these contests are hidden marketing and that it fills the news feed with cheap nonsense. However there are some positive users to those who say it is easy and fun way to compete. Because it was a low response rate to the survey, it is important not to draw conclusions for all users, only look to those who responded. Based on the answers into this study shows that there are more people who have a less good attitude to Like, share and comment contests on Facebook than those who have a positive attitude towards them. / Den här uppsatsen handlar om hur företag använder sig av Facebook för att synas, hur företag, i den här undersökningen, Fritz Olsson AB Kalix och Promentum AB kommunicerar via Gilla, dela och kommentera-tävlingar på Facebook och vad Facebookanvändarnas har för inställning och uppfattning är till dessa. Uppsatsen genomfördes i två delar, först en kvalitativ intervju med de två företag som står som exempel i uppsatsen och en kvantitativ webbenkätundersökning. Webbenkäten skickades ut till de 256 medie- och kommunikationsstudenter vid Umeå universitet, som läser eller har läst programmet mellan 2010-2016, via Facebook, och antal svaranden slutade på 69 studenter. Undersökningen grundar sig i teorierna om marknadsföring, strategisk kommunikation och web 2.0. Resultatet av undersökningen visar på att det finns delade meningar om hur inställningen är till Gilla, dela och kommentera-tävlingar på Facebook. Företagen har en god syn på tävlingarna, de har fått positiv respons efter avslutad tävling och tänker fortsätta så länge det finns intresse. Inget av dessa företag visste om att det fanns policy och riktlinjer från Facebook om hur en tävling ska utformas. Majoriteten av Facebookanvändarna som svarade på webbenkäten anser dock att dessa tävlingar är dold marknadsföring och att det fyller nyhetsflödet med billigt trams. Dock finns det några positiva användare till dessa som säger att det är enkelt och roligt sätt att tävla. Eftersom att det var en låg svarsfrekvens på undersökningen är det viktigt att inte dra slutsatser för alla användare, utan endast se till de som svarade. Utifrån de svar som ändå kom in till den här undersökningen visar det på att det är fler som har en mindre bra inställning till Gilla, dela och kommentera-tävlingar på Facebook än de som har en positiv inställning till dessa.

The phenomenon focused on in this study is that while many young adults experience pressure regarding their Instagram use, the use is widespread. Furthermore, there are different purposes to the use, which are rarely analyzed from a strategic communication perspective. Therefore, the essay provides more insights from that point of view, regarding the expression of identity and social media’s role in that process. The purpose of this essay is to examine how individuals work with self representation on Instagram, if they have a clear image of what they want to convey and whether they implement it in their posts. Moreover, the study aims to explore the purposes of self representation and if it can be understood as strategic communication. Seven individual interviews and image analyzes were carried out. Based on the ideas regarding identity, lifestyle, self representation and media use, by theorists such as Giddens, Goffman and Sheldon and Bryant, the results were analyzed. The study shows that six out of seven interviewees had a clear picture of what they want to convey and found that their posts in some sense reflect who they are. Six recurring purposes were noted: using the platform to store memories, get attention, express identity, receive affirmation, develop knowledge and network. Furthermore, the conclusion was drawn that all interviewees but one use Instagram in a way that can be classified as strategic communication. The results provide an increased understanding of the purposes of Instagram use and how it can affect the identity and self confidence of young adults in today’s digitalized society.

The trend to take a stand in campaigns has been identified as an upcoming phenomenon and the term brand activism has been discovered in the context. One of the challenges that brands are facing is to keep the core identity and at the same time communicate responsible positions that consumers demand without getting inauthentic. Since little or no research has been done from the brand's perspective the study has found a research gap that could be filled by examining how their brand identity and political or social messages affect their campaigns. The purpose of the study is to look at three brands and their campaigns in relation to their brand identity and their role within the campaigns. Furthermore, the study investigates if there are any connections between brands taking a stand and brand activism. To achieve the aim of this research, a qualitative method has been conducted based on semi-structured interviews with three types of brands and an expert in communication. The results showed that brand activism in some cases has been used as a tool for brands to challenge structures and cause a dialogue, but the result also identified how brands manage to stay authentic while communicating societal issues.

Syfte: Syftet med studien är att få en djupare förståelse för hur utvalda praktiker i kommunikationsbranschen i Karlstad upplever anpassningen av sociala medier och dess roll för relationsskapande genom strategisk kommunikation.  Huvudfrågeställning: Hur upplever de utvalda praktikerna i den bransch som borde vara i framkant inom kommunikation anpassningen av det strategiska skiftet som sociala medier medfört?  o Hur upplever praktikerna sociala mediers roll i den strategiska kommunikationen för relationsskapande?o Hur kan praktikernas upplevelser av relationsskapande genom sociala medier som kommunikationsväg förklaras genom Social Information Processing Theory?o Hur kan praktikernas upplevelser av relationsskapande genom sociala medier som strategisk kommunikation förklaras genom Relationship Cultivation Strategies? Teorier: Social Information Processing, Relationship Cultivation  Metod: I denna studie har vi använt oss av metoden kvalitativa intervjuer och genomfört undersökningen på nio praktiker verkande i byråer inom kommunikationsbranschen. Praktikerna hittades genom Karlstads företagsregister och kontaktades sedan via mejl vid rekrytering. Efter att vi genomfört intervjuerna bearbetades materialet i NVivo där vi med hjälp av resultatet kunde kategorisera olika teman. Genom resultatet analyserade och diskuterade vi fram slutsatser. Slutsats: Inledningsvis kan vi efter våra kvalitativa intervjuer dra slutsatsen att sociala medier möjliggör för olika syften vilket resulterar i att rollen i den övergripande kommunikativa strategin skiljs åt beroende på praktikernas skilda upplevelser. Vi kan även dra slutsatsen att sociala medier främst upplevs som en kommunikationsväg för att intensifiera och integrera relationer, snarare än att initiera relationer, vilket betyder att upplevelserna till viss del kan förklaras genom Social Information Processing Theory. Vi kan också dra slutsatsen att praktikernas upplevelser av relationsskapande i sociala medier kan förklaras genom de flesta kommunikativa insatserna från Relationship Cultivation Strategies, med ett undantag (networking). Dock kan vi också se att strategierna inte alltid appliceras i relationsskapande syfte utan kan grundas i andra motiv. Avslutningsvis kan vi antyda att praktikernas verkan inom kommunikationsbranschen (som bör vara i framkant gällande strategisk kommunikation för relationsskapande) inte förhindrar att praktikerna tampas med att efterleva det de själva predikar. / Purpose: The purpose of the study is to gain a deeper understanding of how selected practitioners in the communications industry in Karlstad experience the adaptation of social media and its role for relationship building through strategic communication. Research question: How do the selected practitioners in the industry who should be at the forefront of communication experience the adaptation of the strategic shift that social media has brought about? o How do the practitioners experience the role of social media in the strategic communication for relationship building? o How can the practitioners experiences of relationship building through social media as a means of communication be explained through Social Information Processing Theory? o How can the practitioners experiences of relationship building through social media as strategic communication be explained through Relationship Cultivation Strategies? Theories: Social Information Processing, Relationship Cultivation Method: In this study, we have used the method of qualitative interviews and conducted the survey on nine practitioners working in agencies in the communications industry. The interns were found through Karlstad's business register and were then contacted via email when recruiting. After we conducted the interviews, the material was processed in NVivo, where we could use the results to categorize different themes. Through the result we analysed and discussed our way to conclusions. Conclusion: Initially, after our qualitative interviews, we can conclude that social media enables different purposes, which results in different roles in the overall communicative strategy depending on the different experiences of the practitioners. We can also conclude that social media is primarily perceived as a communication path to intensify and integrate relationships, rather than initiating relationships, which means that the experiences can to some extent be explained through Social Information Processing Theory. We can also conclude that practitioners' experiences of relationship building in social media can be explained by most communicative efforts from Relationship Cultivation Strategies, with one exception (networking). However, we can also see that the strategies are not always applied for relationship building purposes but can be based on other motives. In conclusion, we can suggest that the practitioners' occupation within the communication industry (which should be at the forefront of strategic communication for relationship building) does not prevent practitioners from struggling to live up to what they preach.

Syftet med det här projektarbetet är att undersöka betydelsen en unik visuell identitet kan ha för att kommunicera effektivt till målgruppen studenter, samt att formge den visuella identiteten. För att ge kontext till syftet utformades den visuella identiteten som ett fiktivt funktionsdrycksvarumärke. Projektet utfördes med hjälp av designprocessen samt en intervjustudie med tre fokusgrupper där totalt nio intervjupersoner deltog. Det första resultatet visade på att intervjupersonerna upplever att det i dagsläget inte finns någon funktionsdryck som är inriktad mot just studenter, något vi hade en hypotes om från projektets start. Därefter togs fyra prototyper fram som den andra fokusgruppen fick dela sina åsikter kring. Resultatet av detta visade att andra fokusgruppens upplevda samhörighet med varumärket var av stor vikt. Målet med den strategiska kommunikationen var att utstråla egenskaperna samhörighet, kunskap och att behålla koncentrationen genom den visuella identiteten. Den visuella identitet som blev mest uppskattad var illustrationer av olika universitet runt om i Sverige. Detta är unikt, skapar samhörighet med målgruppen och kommunicerar på ett sätt som inget annat varumärke gör. Den slutgiltliga feedbacken från den tredjefokusgruppen kunde också styrka att den framtagna visuella identiteten är ett bra koncept att kommunicera till studenter. Resultatet visade även på att studenter lätt lägger sin lojalitet mot andra varumärken åt sidan när en annan väl utformad unik visuell identitet som strategiskt kommunicerar konnotationer går i linje med deras egna värderingar. Genom användningen av designprocessen och med hjälp av att strategiskt kommunicera det fiktiva varumärket utifrån redan etablerade varumärken, samt resultaten från de tre fokusgrupperna, har en unik visuell identitet skapats som effektivt kommunicerar till studenter. / The purpose of this project work is to investigate the importance a unique visual identity can have for communicating effectively to the target group of students, as well as to shape the visual identity. To give context to the purpose, the visual identity was designed as a fictitious functional beverage brand. The project was carried out with the help of the design process and an interview study with three focus groups in which a total of nine interviewees participated. The first result showed that the interviewees feel that at present there is no functional drink that is aimed at students, something we had a hypothesis about from the start of the project. Subsequently, four prototypes were developed that the other focus group could share their views on. The result of the second focus group showed that the perceived affiliation with the brand was of great importance. The goal of the strategic communication was to radiate the qualities of belonging, knowledgeand to maintain concentration through the visual identity. The visual identity that was most appreciated were illustrations by various universities around Sweden. This is unique, creates belonging with the target group and communicates in a way that no other brand does. The final feedback from the third focus group couldalso prove that the developed visual identity is a good concept to communicate to students. The results showed that students easily put their loyalty to other brands aside when another well-designed unique visual identity strategically communicates connotations that aligns with their own values. Through the use of the design process and with the help of strategically communicating the fictitious brand based on already established brands, as well as the results from the three focus groups, a unique visual identity has been created that effectively communicates to students.