Sociala medier – en strategisk kommunikationskanal?
Sammanfattning: Social media forms a major part of today's communication. Organizations choose to adapt this in their work with communication, but lack sufficient understanding of how the tool should be handled in order to reach full potential. Today's research on the social media largely lacks a critical approach. It is not discussed whether organizations should use social media, but rather when and how. Our study aims to immerse the knowledge about why organizations choose to communicate on social media and what impact this could have. The study is based on a qualitative approach consisting of six semistructured interviews. The theoretical framework is based on institutional theory, Goffman's prior position on the dramaturgical appearance and theories of power with a starting point in Foucault's approach to power and discourses. Our results show that organizations' presence on social media is based on a demand rather than a choice. This demand can be explained in terms of norms and expectations that are part of the surroundings. Organizations can not just be seen as rational systems. Instead, organizations tend to imitate other organizations aiming to have a successful practice, which contributes to homogeneity. Social media also means new opportunities for interaction and communication. The user-generated content leads to the creation of transparent companies. This in turn leads to a loss of control and new challenges to overcome for today's organizations. The user-generated content shows that there has been a power movement where the users are creating and controlling organizations communication.
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