KOMMUNERS KOMMUNIKATION VIA FACEBOOK En kvantitativ studie om kommuners interaktion på den officiella Facebooksidan och sambandet med kontextuella faktorer

Sammanfattning: Social media is described in previous research as a tool for government to create more efficient processes, more open management, and participation and influence in the democratic process. The purpose of the paper is to study how municipalities interact with citizens on their official Facebook pages. The essay is a quantitative study where all municipalities with an official Facebook page have been investigated. The study describes the purpose for which municipalities use the official Facebook page and explains whether there is a connection between the municipality's activity on Facebook and contextual factors in the municipality such as size, capacity, political context and modernity. By collecting data during a month from all municipalities that have an official Facebook page, a total of 260 and by text analysis, encode these into three different types, push-strategy, pull-strategy and combination-strategy, five hypotheses should be answered regarding the municipality's activity. The material is analyzed by two different quantitative methods; univariat analysis and multivariate regression analysis. The result shows that the vast majority of municipalities use Facebook primarily for one-way communication (push-strategy) and that the variables chosen to test the theories regarding size, capacity, political context and modernity did not show linear relationships.