Kampen om uppmärksamhet : en undersökning av Albert Bonniers och Norstedts marknadsföringsaktiviteter på sociala medier

Sammanfattning: Marketing in the publishing industry is not a new phenomenon, but over the last ten years it has gotten a more central role within publishing. Technology has created new possibilities, but also changed our media habits. These changes have brought on a new kind of marketing. These days, social media marketing occupies a more central role in companies’ marketing strategy – and publishing houses are no exception. Because of this it has become a greater challenge to attract potential customers’ attention. This study aims to examine Sweden’s two largest publishing houses, Albert Bonniers’ and Norstedts’, marketing activities on Facebook and Instagram. By analysing their posts between December 2017 to March 2018, the study attempts to determine their activities’ themes and methods, how they interact with their followers and how the activities vary between the publishers, and between the platforms. The study further aims to provide insight on how these two publishing houses present themselves and try to attract potential customers’ attention on Facebook and Instagram. This study can also be regarded as empirical groundwork for further research into the publishers’ marketing strategies on social media.