I vårt allt mer förändrade medielandskap så har de sociala medierna kommit att spela en större roll för både organisationer och företag. Många har valt att ta till sig den nya tekniken för att tillgodogöra sina intressenters informationsbehov. I den här studien har jag valt att rikta in mig på att undersöka hur kommuner arbetar aktivt med sina sociala medier och jag har gjort en avgränsning där det valda sociala mediet som ligger till grund för min analys är Facebook. Att jag valde just Facebook beror på att det är ett av de äldsta sociala medierna vi har och att de flesta är bekanta med detta, såväl invånare som medarbetare på de olika kommunerna. Det övergripande syftet i undersökningen är att lämna ett bidrag till forskningen inom samhällskommunikation och sociala medier samt att förstå vilken betydelse sociala medier får i kommunernas strategiska kommunikationsarbete. I studien används en kvantitativ innehållsanalys. Empirin utgörs av analysmaterial från fem utvalda kommuners Facebooksidor där 187 inlägg har legat till grund för min analys, förutom detta har intervjusvaren från expertintervjuerna fungerat som kompletterande empiri. Uppsatsens slutsats visar på att kommunikationen på kommunernas Facebook har varit svag, tunn och ibland obefintlig. Kommunens förhoppningar om att sociala medier ska fungera som en demokratisk kommunikationskanal speglar därmed inte verkligheten. Det går att se att diskussionen uteblir och förhoppningarna på IT och vad nya medier ska lösa dessvärre inte verkar fungera fullt ut.

The purpose of this qualitative study is to gain knowledge about the discourse present in the written communication from the Supreme Commander (SC) of the Swedish Armed Forces (SAF) to SAF employees in situations of crisis where the employees are affected. The intention is also to clarify how power relations are expressed in the analyzed texts. The method used is critical discourse analysis (CDA). Strategic communication and crisis communication are the study’s theoretical foundations. The material consists of texts from four editorials from the SAF staff magazine Försvarets forum from December 2015 to October 2018. Because of the focus on crisis situations, two themes have been chosen in the analyzed material named ”special events” and ”internal issues”. These themes include events in which SAF employees have been attacked, injured or killed as well as occurrences of violation or harassment. The results of the study show an emphasis on equality and thus a lack of hierarchical power claims from the SC over the employees, as well as an effort to boost moral by heightening the status of the military profession. Lastly, the explicit mention of problematic occurrences like death or sexual harassment is either toned down or absent. In conclusion, the texts of the SC are very much in concordance with the strategic communication guidelines of the SAF.

This study examines how the local rescue services relate to the brand of the rescue service and the concept of brand management. To understand the attitudes against the brand and brand management, empirical data, theoretical modelling of brand and current laws have been discussed together in a try to get an overview how the rescue services practically works with the brand. The study results are based on a questionnaire survey and qualitative semi-structured interviews. The survey was sent to employees working with the communication of the rescue service. The interviews were held with two employees working with the communication of the rescue service and two fire chiefs. The investigation has focused on the external communication and does not including the communication within the rescue service. The study make an attemption to answer the following questions: How do the rescue services relate to the brand? Which are the main reasons to work with brand management in the rescue service? How do the rescue services practically work with brand management? The theoretical framework is based on Melin’s model of the brand in public organizations. (Melin,1999) The study shows there is a general lack of strategic communication and strategic brand management in the Swedish local rescue services. Lack of competition and an already well-known brand are two possible explanations. There is a need of more research about the brand of the rescue service and how the brand affect the citizens. More knowledge about the brand will help the rescue services to define proper aims with the brand management. / Program: Magisterutbildning i strategisk information och kommunikation

This thesis explores strategic communication management within the non-profit sector. Communication models need to be adapted to the specific sector as different sectors require different approaches of strategic communication management. In the spring of 2013, the non-profit organization Save the Children Sweden initiated a communication model based on volunteer communicators. The following study explores how non-profit organizations can manage communications with a focus on volunteers as a communication resource. The applied research questions concern how volunteers may be integrated into communication activities, the opportunities and challenges connected to involving volunteer communicators and how this may affect the role of the organization's employed communicators. The method applied is a case study of Save the Children Sweden. Semi-structured interviews have been conducted with both employed and volunteer communicators. The theoretical framework focuses on organizations’ internal and external communications. Results indicate that integration of volunteer communicators can improve outreach at the local level and thereby increase the visibility of the organization’s activities across the country. The model furthermore creates possibilities for increased volunteer participation as well as making use of volunteers’ skills and experiences. The most significant challenge attributed to this model is the length of time it takes for communication processes to be completed, due to activities being based on volunteers. A further challenge is to motivate volunteers to continued engagement. In conclusion, the communication model of Save the Children Sweden indicates that volunteers are an important communication resource in non-profit organizations’ local advocacy work. / Program: Magisterutbildning i strategisk information och kommunikation

The main purpose of this Bachelor´s thesis is to investigate the visions chief librarians have for their public libraries. The world around us and our way of living is changing as the society is changing ever more rapidly. This evolvement also influences the public library, its role for society and individuals, its activities and its design. The question is how the public library can face these changes and what function and role it can get and make for itself in the future. Through qualitative interviews with five chief librarians our aim is to answer the main question of this thesis: What are the visions that chief librarians on public libraries have for the public library´s future? This study also contain the role the chief librarians give the public library of today and what they mean is necessary for their visions to be achieved. Our theoretical choice fell upon Hvenegaard Rasmussen, Jochumsen and Skot-Hansens at this time new scientific model that reflect the library in relation to the concepts place, relations and space. The results showed that the chief librarians have a lot of visions. They’re not particularly revolutionary but more like a further development of the activities and role of the public library of today. The library must continue to be a meeting-place, a common ground for democracy and a central place in the local society with wide ranging activities for all citizens. Greater collaboration and integration plus being a creative platform for the users are also part of their visions. / Program: Bibliotekarie

The social media arena is rapidly growing and more and moreorganisations take part in the daily ongoing conversations indifferent social media channels. Conversations are being heldacross borders on every available topic and ratings and reviews ofconsumer products and services is one of them. This focus onglobalisation is also the reality of the hospitality- and tourismindustry. Their customers travel across borders and are eager,given the opportunity, to share their experiences with each other.As organisations within the hospitality- and tourism industry meetthese demands in terms of providing technological infrastructurefor information sharing and involve themselves in theseconversations there are some issues that need to be addressed.What does the logic of social media look like? How iscommunicating in social media any different from traditionalmarket communication? And how can hospitality- and tourismorganisations adapt their communication to fit into the logic ofsocial media?To conclude how organisations within the hospitality- and tourismindustry can benefit from the use of social media, I haveinterviewed representatives from a number of organisations andstudied their communication. What this study shows is that there isa lot to gain from having a social media strategy with specificguidelines regarding language and overall use. However, nothaving one doesn’t necessarily mean that the organisation will nothave a good reputation and good relations with their customers. / Program: Magisterutbildning i strategisk information och kommunikation

The purpose of the essay was to examine the way the SwedishCounty Administrative Board works with crises communicationbefore, during and after a disaster. A qualitative comparisonbetween the County Administrative Board in the Swedish regionsHalland, Jönköping and Kronoberg has been made in order to seeinequalities and simmulariteies in their strategies and policies forcommunication. In order to fulfill the purpose two main questionswere asked: How does the County Administrative Board in Halland,Kronoberg and Jönköping work with crises communicationbefore, during and after a disaster? In what way does the three County Administrative Boardsco-operate with other organizations before, during and aftera disaster regarding crises communication?The theoretical base of the essay was classical and postmodernstrategic communication. I interviewed communicators at theboards and took part of their communication plans and strategies toseek answers to my questions. The result showed that they all workvery similar in a mixture of both theories but there seems to be acommon wish to work in a more postmodern direction. / Program: Magisterutbildning i strategisk information och kommunikation

The aim of this master's thesis is to describe the visibility of the university libraries in the strategic documents from the actual universities to which they belong. And also, the image of themselves they send out, are examined. By examining different kinds of descriptions we want to get a clearer picture of how and in what amount the libraries are mentioned in highest level strategies. By doing this we expect to find out the libraries' strategic role in higher education and research. The research questions are: What role and function are assigned to the university libraries in strategies created by the schools' highest administrative levels? How do the libraries present themselves in their own strategies? The approach is cross sectional and the time frame is year 2008. The methodological basis is a content analysis. The results are discussed in the light of theories of strategic planning. The findings show that the university libraries are not as frequently represented in the universities' highest level strategic documents as we anticipated, thinking that the importance of libraries for the universities would be shown clearly in the documents. The content analysis was used to classify the findings in the library plans. We found four main categories in the material: organization, information, competence and locality. The most important role given to the university libraries seem to be the organizational one meaning to support students, teachers and scientists in their daily work and supply of needed information, when studying the view of the highest administrative level.

Att lyckas med att skapa nytta av sina IT-investeringar är något som många företag har problem med. Många företag anser att de investeringar inom IT som genomförts är misslyckade och har enbart genererat i en ökad kostnad. Forskare anser att en anledning till att de inte lyckas med att generera nytta av IT-investeringar är att deras IT-strategi och affärsstrategi inte stämmer överens med varandra. Strategic alignment handlar om hur strategier är i nivå med varandra och arbetar för att nå samma mål. Det krävs enligt forskarna att företaget arbetar för att få en god strategic alignment, eller strategisk samstämmighet, mellan IT- och affärsstrategier för att de IT-investeringar som görs genererar i nytta för företaget. Forskarna går dock inte djupare in i varför en god samstämmighet gör att IT-investeringar genererar i nytta.Syftet med studien är att se vilken koppling som vi kan finna mellan strategic alignment, mellan IT-strategier och affärsstrategier, och IT-investeringar som genererar i nytta. Vi vill söka efter på vilket sätt som strategic alignment påverkar nytta av IT-investeringar. Utgångspunkten i studien har tagits från teori om strategic alignment samt teori om hur IT-investeringar genomförs för nytta ska genereras. Utifrån detta har en empirisk studie genom kvalitativa intervjuer genomförts med tre chefer med IT-kompetens för att se vilken syn på samstämmighet och nytta av IT-investeringar som fanns i dessa företag. De respondenterna som deltog i den empiriska studien delgav även sin generella syn på hur IT-investeringar lyckas och hur företag skapar samstämmighet mellan IT-strategier och affärsstrategier. Den empiriska studien har sedan jämförts med den teorin inom de ämnen som studien tar upp för att hitta vilka relationer som finns.Resultatet av studien visar att vi finner en koppling mellan strategic alignment och IT-investeringar som genererar i nytta. Vi baserar resultatet på att det är vitalt att ett företag vet vart de vill och ska för att kunna genomföra investeringar som ger nytta. För att kunna få en strategisk samstämmighet så krävs det ett nära samarbete och kommunikation genom hela verksamheten. Kommunikation och samarbete är framförallt viktig mellan ledare från olika företagsdelar. Detta för att strategierna ska kunna utformas på ett sådant sätt så att de får med sig kompetens och kunskap från alla verksamhetsdelar. Samarbetet, kommunikationen och kunskapen möjliggör att en verksamhet vet vilka förutsättningar den har och kan på så vis se vad den möjligen kan utvecklas till att bli. Strategier kan då bildas på ett sätt som främjar alla delar av ett företag. / Program: Kandidatutbildning i informatik

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