Bakgrund: Användandet av Internet och kommunikationen via sociala medier harökat betydligt och för många människor har det utvecklats till att blien del av vardagen. Detta gäller även medarbetare på ett företag. Företag och organisationer bör ha förståelse för och ta hänsyn till attsociala medier utgör en viktig kommunikationskanal och inse att deras medarbetare är representanter för företaget och fungerar som ambassadörer för varumärket. Syfte: Vi vill skapa djupare kunskap för hur sociala medier fungerar som en modern kommunikationskanal och hur det påverkar varumärken. Vi vill även skapa förståelse för eventuella motiv till att kontrolleramedarbetares användande av sociala medier och vilka komplikationer detta kan medföra, både externt och internt. Metod: Uppsatsens ansats är abduktiv och vi har använt oss av en kvalitativ metod. Utifrån en semistrukturerad intervjuguide har vi intervjuat fempersoner på olika företag. Den empiri som vi samlade in genomintervjuer kompletterade vi med noga utvalda sekundärkällor på Internet. Slutsats: Sociala medier har förmågan att både bygga upp och rasera ett varumärke. Företag bör använda sociala medier och de måste ävenanpassa sig till den nya marknadssituation som har uppstått genom sociala medier. Utifrån en vägledande policy bör anställda tillåtas använda sociala medier under arbetstid och de bör även ses som företags tillgångar i de sociala medierna då deras närvaro bidrar till omvärldsbevakning och de figurerar dessutom som ambassadörer för varumärket.

<p>The purpose of this paper is to examine the correlation between hotels, their brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where brands are one of the strongest sources for a successful position amongst competitors. In the brand delivery, the front line staff is of utmost importance since they in many ways incorporate the brand values and the projected identity of the hotel. Hotels can use a variety of ways to communicate the brands identity to the front line staff in order to create the desired brand behavior, some more effective than others. At the same time the Swedish hotel industry, as many other, is characterized by a high percentage of staff turnovers. This is caused by the fact that part time or seasonal front line employees staff much of the hotels. This creates a possible tension since those delivering the service often are staff with limited brand awareness while at the same time the hotels are dependent of a constant brand delivery to create a sustainable brand image.</p><p>The study has been made through a qualitative approach and as a case study of a representative part of the Swedish hotel industry. We have conducted 7 interviews with various people, all working in management at different hotels. Research findings show that while there is an understanding of the front line staffs part in brand communication, the implementation phase is troublesome. In order for the staff to communicate the hotel brand true to the hotels proposed brand identity there is a need for a symbiotic relationship between the hotels management and the front line staff. A model for this relationship is therefore proposed by us.</p>

The purpose of this paper is to examine the correlation between hotels, their brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where brands are one of the strongest sources for a successful position amongst competitors. In the brand delivery, the front line staff is of utmost importance since they in many ways incorporate the brand values and the projected identity of the hotel. Hotels can use a variety of ways to communicate the brands identity to the front line staff in order to create the desired brand behavior, some more effective than others. At the same time the Swedish hotel industry, as many other, is characterized by a high percentage of staff turnovers. This is caused by the fact that part time or seasonal front line employees staff much of the hotels. This creates a possible tension since those delivering the service often are staff with limited brand awareness while at the same time the hotels are dependent of a constant brand delivery to create a sustainable brand image. The study has been made through a qualitative approach and as a case study of a representative part of the Swedish hotel industry. We have conducted 7 interviews with various people, all working in management at different hotels. Research findings show that while there is an understanding of the front line staffs part in brand communication, the implementation phase is troublesome. In order for the staff to communicate the hotel brand true to the hotels proposed brand identity there is a need for a symbiotic relationship between the hotels management and the front line staff. A model for this relationship is therefore proposed by us.