Strategisk kommunikation inom Region Kronoberg : -  Sociala medier som ett kommunikationsverktyg

Sammanfattning: Social media has changed the way organizations communicate with its audience and therefore they have also had to change their strategies and how they are using social media in their business. This study contributes with information on how an organization in the Swedish public sector has integrated social media into its strategic communication. The purpose with this study was therefore to investigate how Region Kronoberg works with their strategic communication on social media to increase participation and understanding among citizens. Furthermore, the purpose was also to find out which challenges a communicator within the public sector could experience. By using a qualitative semi-structured interview, we interviewed five people from Region Kronoberg’s communication department. With the help of a theoretical framework consisting of strategic communication, public relations, different strategies and communication activities, we were able to analyze Region Kronoberg’s strategic communication on social media. The result showed that Region Kronoberg worked according to an inside-out strategy, which means that they communicate what the organization thinks is important for the citizens to know. Also they perform communication activities where they have the purpose to either inform, influence, represent or interact. We also came to the realization that they work according to a social marketing strategy, which is common in the public sector. An important part of Region Kronoberg’s communication is to create relations with the citizens.We came to the insight that they use the European PR-model where they use a combination of all four models, which consist of the information model, the influence model, the relationship model and the dialogue model. In order to create participation and understanding on social media, relationship building and dialogue is a large part of Region Kronoberg’s strategic communication.