Den ständiga förändringen : En komparativ studie i vinstdrivande företag och ideella organisationers varumärkesarbete på sociala medier

Sammanfattning: Abstract Title: The constant change - A comparative study of profit companies and nonprofit organizations' brand management through social media Author: Agnes Nobel & Matilda Vallgren Tutor: Daniel Lövgren Purpose: The purpose of this thesis was to study profit companies and nonprofit organizations’ branding and strategic communication on social media. If social media has supported with new interaction with stakeholders and hence affected the branding work. Also if there are any differences between profit companies and nonprofit organizations. Method/Material: The method that is used in the article is a qualitative research. The research is based on conversations interviews conducted with eight organizations, four profit companies and four nonprofit organizations. Main results: The main result showed that all organizations are actively involved with social media in their strategic communication when in order to increase the interaction with stakeholders and thus strengthen their brand identity. It turned out that all organizations have not adapted the brand to social media, but worked with the organizations values ​​and only applied the trademark on social media. However, brand management on social media rationalized in terms of an enhanced scattering effect and the ability to evaluate stakeholder receives information. It helps organizations find that they are more able to control the brand image through strategic communication and social media. Number of pages: 62 Course: Media and Communication studies C University: Division of Media and Communication, Department of Information Science, Uppsala University Period: Fall 2013 Key words: Social media, brand, brand identity, strategic communication