Title: When municipalities are keeping up Authors: Hansson Käll, Ida; Jonasson, Mikaela Tutor: Waks, Caroline Course: Bachelor thesis, 15hp, Department of Business Studies, HT 2010 Background: During the recent years social media has evolved into a powerful communicative medium. From an organizational standpoint social media has become a way for organizations to get closer to, and create a dialogue with, their environment. Swedish municipalities have began to use social media in their daily communication with the environment, but a problem has been raised about how public organizations should organize their social media when formal guidelines from the government are missing. Objective: The objective of this thesis is to examine how eight Swedish municipalities have organized their use of social media due to the lack of official guidance from the government, and also what difficulties that have occurred during this process. Method: The method used is qualitative with data collected through interviews with one respondent from each municipality. Results: The result show that the organizational solutions varies through each municipality but also the choice of social media. It has been important for municipalities to have someone in charge of the new communication tool since social media is a fast and communicative channel. Seven out of eight municipalities have already developed or are in process of developing their own formal guidelines on how to use social media. Difficulties have been to create a dialogue and interpret the social media from a legal perspective. Keywords: blogs, communication, Facebook, municipalities, organizing, social media, Twitter
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-143974 |
| Date | January 2010 |
| Creators | Hansson Käll, Ida, Jonasson, Mikaela |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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