Purpose:The purpose of this paper is to investigate and clarify some of the factors that influence organizations to adopt or reject the social media, and if the emergence of social media influenced the organization's communication. Metohodology: A qualitative methodology has been used to execute the study. The source has been semi structured interviews with chosen representatives from several organizations. Theoretical perspective: The theoretical basis for the execution of the methodology is based on the provisional theoretical demarcation uses and gratifications theory. For analysis diffusion of innovations theory is applied. Emperical findings: The empirical material includes interviews with representatives from twelve selected organizations, defined as companies in the industry and authorities, in seven different industries. Conclusion:   The main factors affecting an adoption of social media is the organization’s open structure, the ability to see opportunities with social media and that they are seen as a natural part of development in the communications field. The main factors affecting a rejection of social media is ignorance, the organization's governance and that there must be a need that social media can fill. Neither users nor non-users believe that social media can replace traditional media. They are a complement to existing media, where the oral personal communication is superior to other forms.

Introduction (Purpose) - The main purpose for this study is to study internal communication challenges from a managerial and employee perspective in two interrelated IT departments. Furthermore this study aims to give suggestions for how organizations can improve their internal communication within and between departments. Design/methodology/approach - The research setting took place in a Swedish telecom company where data was collected during 10 weeks. An abductive scientific approach was used with an extension of mixed methods with a triangulation design. Interviews and survey were made to both managers and employees as primary data, whereas different kinds of observations, informal interviews and meetings, intranet and employee satisfaction scores were used as secondary data. Findings - Findings show several internal communication challenges, such as different definitions of what internal communication stands for, too many media channels put strains on the internal communication within and between IT departments which results in unsynchronization. The organizational structure itself creates internal communication challenges as a result of not sharing common goals and strategies, but also responsibility issues which leads to misunderstanding and conflicts. To improve internal communication challenges between the departments, some of the following examples were found; the need of overcoming unsynchronization, shared goals and strategies, common messages from head managers in order to reduce problems related to co-operation between the departments and desideration of an interactive communication tool. Practical implications – Deal with misunderstandings to prevent internal communication challenges. Interrelated departments should strive for alignment through common goals and strategies. More interactive communication tools such as social networks could promote more effective internal communication. Originality/value – Rich data collection by using mixed methods resulted in empirical findings that address internal communication challenges between two IT departments with an organizational structure that reminds of a line-and-staff organization from a managerial and employee perspective. / <p>This thesis has been professionally proofread</p>

Non-profit organizations’ communicational challenges in a glocal market – A pre-study to a communication plan for the non-profit organization Humlan. This study intends to examine and analyze the current strategic position of the non-profit organization Humlan, and how the organization can develop their communicational efforts to make themselves more competitive in the glocalized market in which they compete. This has been examined by qualitative interviews with the employees of the Humlan, and a quantitative survey of Humlans potential target group, students.  The results of the interviews showed that the employees of Humlan experienced the competition in the market as fierce, and that they experienced a need to communicate their uniqueness as a non-profit organization. The employees also expressed a wish for the Humlan brand to become associated with quality. In turn, the student survey showed that the students had a low knowledge-level regarding Humlan, that they were interested in a wide array of cultural expressions, and that they mainly wanted to communicate with Humlan by taking part of information such as news. In summary, the study showed that Humlan could develop their communicational efforts by creating awareness about the organization and its uniqueness among students. However, the study showed that this could be problematic due to the students’ communicational preferences. The results also showed that it is possible to see a resemblance between the communicative issues faced by Humlan and communicative issues faced by other types of non-profit organizations.

Det finns flera teorier som försöker beskriva och förstå doktriner. Flera av dem har identifierat den kommunikativa aspekten av doktrin, men ingen av teorierna har ett utvecklat ramverk för att kunna analysera detta. Denna studie ställer frågan hur doktrin kan förstås utifrån teori om strategisk kommunikation och syftar till att se om Høibacks teori om doktrin går att komplettera med aspekten kommunikation. Studiens frågeställning besvaras genom en idéanalys av Militärstrategisk Doktrin 2011 (MSD12) och Militärstrategisk Doktrin 2016 (MSD16). För att genomföra analysen används teori om strategisk kommunikation. Slutsatsen är att båda doktrinerna går att beskriva och förstås utifrån teori om strategisk kommunikation och att strategisk kommunikation med fördel kan användas för att komplettera Høibacks teori.

Denna studie undersöker hur kommunikatörer arbetar med strategisk kommunikation i Sveriges högsta ishockeyliga SHL. Uppsatsen är inriktad på sociala medier och hur kommunikatörerna arbetar med de möjligheter som detta medfört. Uppsatsen undersöker även vilken roll kommunikatören får i organisationen Vårt syfte är således att skapa en förståelse för kommunikatörens roll i organisationen och hur de genomför sitt arbete ur en strategisk synvinkel.           För att komma fram till ett resultat har vi använt oss av kvalitativa intervjuer med kommunikatörer anställda av de ishockeyklubbar som tillhörde SHL under säsongen 2016/2017. Gemensamt för respondenterna är att samtliga är ansvariga för respektive klubbs användning av sociala medier.          Resultatet visar att klubbarna arbetar med sociala medier strategiskt för att bygga sitt varumärke men att de övergripande kommunikationsmålen inte skiljer sig från andra kommunikationskanaler. Strategierna mellan de olika sociala medierna skiljde sig dock från varandra i arbetet med att nå olika målgrupper. Det finns en efterfrågan om att kunna ha fler anställda som jobbar med kommunikation. Det skulle ge möjligheten för kommunikatörerna att kunna fokusera på färre medier samtidigt vilket skulle resultera i bättre kommunikation och högre kvalitet på materialet som produceras. / This study examines how communication officers work with strategic communication within the highest tier of the Swedish ice hockey league (SHL). We look into the communicator’s role within the organization. This essay also focuses on social media and how the communicators work with the opportunities that social media brings to the clubs. The purpose of the essay is therefore to examine how the communicators work with strategic communication and to create an understanding of the communicator’s role within the organization.           To reach a result we conducted qualitative interviews with communicators who are employed by the different clubs that made up the SHL during the season 2016-2017.  All communicators who were interviewed all had in common that they were responsible for their clubs social media use.           Results show that the communicators work with social media strategically to improve their trademark. These strategies are divided between different social mediums to reach different target groups. Another finding showed that communicators expressed a desire to have more people employed working with communication. This would give the communicators the opportunity to focus on fewer mediums which would result in better communication and a higher quality of the material that is produced.

Organizations increasingly use communication as a strategic function to maneuver in a challenging, complex, and demanding social landscape. Based on assumptions of centralized control and planning, the strategic communication concept aims for coordination and consistency of communication. Implied is a view of actors as intentional, rational, and deliberate decision makers. Such a conventional view on strategic communication, however, cannot satisfactorily explain the underlying characteristics of communication practices in contemporary organizations. Nor does it explain how organizational members in their everyday work interpret and relate to such practices. This thesis adopts neo-institutional theory and the translation approach to study how strategic communication operates along an institutionalized recipe for communication that through various translations is reformulated to fit local organizational contexts and preferences of the people occupying these contexts. To illustrate the process of both following and adapting the institutionalized recipe of strategic communication, qualitative and quantitative material on the role of social media in sixteen Swedish universities are examined. The material is generated and gathered through an ethnographically inspired approach and includes: interviews, a six-month observation period, the study of documents, and a content analysis of Vice-Chancellor blogs. The findings show that work with social media is pervaded with inconsistencies and contradictions, but simultaneously relating to a shared recipe for communication. Shared elements for communication at the universities include the purposes for communication, notion of one university and integration. However, in translations people rely on local organizational conditions, personal values, ambitions, and experiences. This produces tensions between: control and independence, centralization and decentralization, and one voice and multiple voices. The findings suggest that translations differ across universities and between communicators on different levels, some being more “true” to the recipe than others. Thus, differences are inevitable, underscoring the issues of managing and controlling communication in the conventional approach of strategic communication. As a result, the empirical and theoretical concept of strategic communication benefits from acknowledging its social embeddedness and local recontextualization. Strategic communication is like dancing to music. Everyone hears the music, but the dance varies with each dancer ́s experiences, ambitions, and opportunities. / Strategiska universitet på kunskapens marknad?

Social movements focusing on environmental issues experienced a renaissance in September 2018, and concurrently the environmentally focused social movement Extinction Rebellion was founded. Previous research reveals that social media has become an important tool for social movements for both mobilising and spreading knowledge and information. Therefore, the purpose of this study was to examine Extinction Rebellion Sweden's strategic communication and work processes during the campaign Novemberupproret (The November revolt), and to identify what characterized the posts on Extinction Rebellion Sweden's Facebook during the campaign. The theoretical frameworks used in this study was Grunig's two-way symmetrical and asymmetrical communication (Falkheimer &amp; Heide 2014), Habermas theory regarding social actions (Falkheimer &amp; Heide 2018) and ultimately semiotics by Barthes (1977). The findings are based on interviews with two members of Extinction Rebellion Sweden, along with a qualitative content analysis and a semiotic analysis. The findings of this study reveal that Extinction Rebellion Sweden mainly focuses, both in terms of strategies and work processes, on content regarding information and knowledge sharing, rather than mobilising content. The empirical material shows that the posts with two-way asymmetrical communication have generated more interaction in terms of likes, comments and sharing on Facebook, which opposes Grunig's theory regarding two-way communication. Further, it is revealed that Extinction Rebellions Sweden's most frequently used communication strategy during Novemberupproret were consciously hidden strategic actions. Lastly the findings show that the movement´s work process during Novemberupproret was built on democratic and collective principles both between Extinction Rebellion Sweden's internal project groups and within the national media group.

År 2020 är året då Covid-19 bröt ut och företagare kom till insikt att den digitala transformeringen är viktigare än någonsin. Det har medfört att allt fler företag eftersträvar att anpassa sig efter det ”nya normala” genom att digitalisera snabbt. Företagen är därmed mycket angelägna att på ett framgångsrikt sätt genomföra affärssystemsinföranden. Den digitala transformeringens framfart och fokuseringen på att införa affärssystem har kommit att ge IT-avdelningen en central roll inom verksamheten. Detta har i sin tur bidragit till att en fungerande interaktion mellan IT-avdelningen och verksamheten är viktigare än någonsin. Det är vanligt förekommande att verksamheten inte upplever att IT-avdelningen levererar i den takt och kvalité som motsvarar förväntningarna. Detta tenderar till minskad tilltro och samarbete. Vid en dysfunktionell interaktion mellan IT-avdelningen och verksamheten är risken stor att felaktiga beslut och förfaranden blir till verklighet. Det är därför viktigt att företagen skapar goda förutsättningar för en fungerande kommunikation och undersöka vilka faktorer som kan minska de tvetydigheter som kan uppstå mellan olika parter i verksamheten.   Kandidatuppsatsens huvudsyfte är att identifiera och beskriva framgångsfaktorer för att minska tvetydigheter vid kommunikation mellan systemutvecklingsavdelning, produktägare och redovisningsekonomer under affärssystemförändringsprojekt. Baserat på huvudsyftet är bisyftet att föreslå ett förbättrat kommunikationssätt som främjar att de tre parterna kan arbeta holistiskt vid affärssystemsförändringsprojekt. Vid utförande av denna studie har en litteraturstudie genomförts, en litteraturbaserad analysmodell och fallstudiemetoden tillämpats. Dessutom har fem personliga intervjuer med medarbetare som representerar den interna triaden på fallföretaget har utförts. Uppsatsstudiens viktigaste slutsatser är; ledningens förmåga att inneha transparens vad avser viktig verksamhetsinformation, att den interna triaden innehar hög involveringsgrad under hela affärssystemsförändringsprojekten och att samtliga parter innehar helhetstänk för att säkerställa att rätt systemfunktioner införs. Dessutom är det viktigt att det finns ett enhälligt kommunikationssätt, att det tydligt framgår vilken information ett systemförändringsförslag ska innehålla och att uppföljning av affärssystemförändringsprojekten kontinuerligt sker i syfte att uppnå kunskap inför kommande projekt.

The purpose of the study is to investigate the respondents’ consumption habits, experiences and opinions linked to NA-KD’s content on Instagram, to see which of the four communication models within PR (Grunig &amp; Hunt 1984) that are reflected in their experiences, opinions and consumption.   Method: The study is based on a quantitative web survey, which was answered by Swedish women, aged 16-35, who follows @nakdfashion on Instagram. They answered questions about their consumption of the content as well as their experiences and opinions on how NA-KD communicates with their followers.   Result / analysis: The majority of respondents are "passive" consumers in the interaction with NA-KD on Instagram. The main reasons why they consume NA-KD's content are to get offers, coupons and to get inspiration. While their experiences reflects Grunig &amp; Hunt’s asymmetric communication model, their opinions show more of the symmetric model.   Conclusion: The respondents' experiences and opinions about how the communication takes place / should take place do not match. The result indicates an existing imbalance in power between transmitter and receiver in the communication process. In practice, the respondents do not seem to mind it as long as NA-KD meets their needs, which are mainly inspiration and offers.

Social media has changed the way organizations communicate with its audience and therefore they have also had to change their strategies and how they are using social media in their business. This study contributes with information on how an organization in the Swedish public sector has integrated social media into its strategic communication. The purpose with this study was therefore to investigate how Region Kronoberg works with their strategic communication on social media to increase participation and understanding among citizens. Furthermore, the purpose was also to find out which challenges a communicator within the public sector could experience. By using a qualitative semi-structured interview, we interviewed five people from Region Kronoberg’s communication department. With the help of a theoretical framework consisting of strategic communication, public relations, different strategies and communication activities, we were able to analyze Region Kronoberg’s strategic communication on social media. The result showed that Region Kronoberg worked according to an inside-out strategy, which means that they communicate what the organization thinks is important for the citizens to know. Also they perform communication activities where they have the purpose to either inform, influence, represent or interact. We also came to the realization that they work according to a social marketing strategy, which is common in the public sector. An important part of Region Kronoberg’s communication is to create relations with the citizens.We came to the insight that they use the European PR-model where they use a combination of all four models, which consist of the information model, the influence model, the relationship model and the dialogue model. In order to create participation and understanding on social media, relationship building and dialogue is a large part of Region Kronoberg’s strategic communication. / Sociala medier har förändrat hur organisationer kommunicerar med sin publik och därför har de också varit tvungna att ändra sina strategier och hur de använder sociala medier i sin verksamhet. Denna studie bidrar med information om hur en organisation inom svensk offentlig sektor har integrerat sociala medier i sin strategiska kommunikation. Syftet med denna studie var därför att undersöka hur Region Kronoberg arbetar med sin strategiska kommunikation på sociala medier för att öka delaktigheten och förståelsen bland medborgarna. Vidare var syftet också att ta reda på vilka utmaningar en kommunikatör inom offentlig sektor skulle kunna uppleva. Genom att använda en kvalitativ semistrukturerad intervju intervjuade vi fem personer från Region Kronobergs kommunikationsavdelning. Med hjälp av ett teoretiskt ramverk bestående av strategisk kommunikation, PR, olika strategier och kommunikationsaktiviteter har vi kunnat analysera Region Kronobergs strategiska kommunikation på sociala medier. Resultatet visade att Region Kronoberg arbetade efter en in och ut-strategi, vilket innebär att de kommunicerar vad organisationen tycker är viktigt för medborgarna att veta. De utför också kommunikationsaktiviteter där de har syftet att antingen informera, påverka, representera eller interagera. Vi kom också till insikten att de arbetar efter en social marknadsföringsstrategi, vilket är vanligt inom offentlig sektor. En viktig del av Region Kronobergs kommunikation är att skapa relationer med medborgarna. Vi kom till insikten att de använder den europeiska PR-modellen där de använder en kombination av alla fyra modellerna, som består av informationsmodellen, påverkansmodellen, relationsmodellen och dialogmodellen. För att skapa delaktighet och förståelse på sociala medier är relationsbyggande och dialog en stor del av Region Kronobergs strategiska kommunikation.