What strategies should Swedish news media outlets use in order to keep their brand credibility in times of social media?

Sammanfattning: Journalism has “always been shaped by technology” (Pavlik, 2000, p.229). Social media could be seen as a technology of today, when news consumption is changing and 31% of the population worldwide are using Facebook and other social media platforms for news (Newman, 2020). Moreover, fewer pay for news (Medieakademin, 2021). Therefore, it is a challenge for news media outlets to adapt to the changing news consumption patterns, as well as they lose advertisers to Big Tech (Facht & Ohlsson, 2021). Furthermore, the credibility for Swedish news media brands is decreasing (Medieakademin, 2021). Here comes the question about the strategies that Swedish news media outlets should use in order to keep their brand credibility in times of social media. Sixteen scientists within media, communication, marketing and brand management were interviewed for this master thesis. Among the conclusions drawn are; the journalistic quality and principles such as objectivity and impartiality should go first; a new innovative business model should be found; social media has changed the landscape for traditional news media outlets; social media algorithms might have increased hostile media effects.