Activism online : A qualitative study of the social media strategies at UNA Sweden

Sammanfattning: Social media has in a short period of time become an increasingly big part of peoples’ everyday life. For organisations and companies, it is practically essential today to be active online to be able to survive. Social media offers cheap and effective advantages compared to traditional marketing, but also increasing challenges in finding strategies and content that works in the changing opportunities of the platforms. This study has researched the social media strategies at the Swedish non-governmental organisation UNA Sweden, through interviews and observation studies at the organisation’s communication department in Stockholm. The result shows that social media is a necessary and important tool for the organisation’s communicational work, but the presuppositions for communicating online has changed since when social media was first launched. Despite both benefits and challenges with social media, the world of today seems to be too dependent and used to social media for the organisation not to incorporate it in their daily work and communication.