”Jag bara utgår ifrån att dom finns på Facebook” : En kvalitativ studie om hur Falu Energi & Vatten bör kommunicera med unga vuxna

Sammanfattning: The aim of this study is to investigate which communication strategies and channels the mu- nicipal company Falu Energi & Vatten should use in order to become more efficient in com- municating with citizens between 18 to 29 years old. The company is owned by the munici- pality of Falun and manages community services in electricity, district heating, fresh water, sewerage, metropolitan area network and waste disposal. The following theories have been used in the study: convergence culture, digital natives, information overload, communication strategies and uses & gratifications theory. The methods used in the study are 4 focus group interviews and one informant interview. The members of the focus groups where within the age range 18-29 years and lived in the city of Falun. Each focus group included four partici- pants and the groups were divided based on four different forms of housing; student homes, rental apartments, owned apartments and own villas. The informant interview was conducted with the director of communication at Falu Energi & Vatten. The empirical material was col- lected during the 24th, 25th, 26th and 27th of November 2014. The results of the study shows that media habits among young adults have changed which has led to a non-correspondence in relation to how Falu Energi & Vatten communicates. Due to this Falu Energi & Vatten needs to make changes in their communication strategy, add new channels to their media mix and in some cases reduce the use of others. Falu Energi & Vatten must actively work to both dis- seminate information and make information available in order to reach this age group. The result also shows that the significantly increased media output has led to a desire for personal- ized communication, which means that Falu Energi & Vatten should review the possibility to offer more targeted information. Last but not least, a clear result is that the company should use Facebook for communication with young adults as the majority of the participants wish to communicate with the company through this particular channel. Facebook can be used both to disseminate information but also to facilitate information retrieval and dialogue.