Är det egentligen inte bara ett slöseri med tid och pengar? : En kvalitativ studie i användandet av sociala medier som kommunikationsverktyg 

Sammanfattning:

Social media has become an important marketing and communication tool worldwide, mostly through the largest social platforms Facebook and Twitter. With two-way communication via Internet companies has gotten the opportunity to interact and communicate directly with their customers. Facebook has been the focus point through the study because it has shown to be the most efficient and frequently used platform for communication. Our study aimed to confirm how communication via social media actually looks like. To be able to reach the best results, we have conducted the study from a phenomenological approach, which means; usage of qualitative semi-structured interviews to reflect the respondents experience on the phenomenon social media as a communication tool. Social media has shown to be a great way of communicating externally for companies who are willing to spend time engaging in the platform. The opportunities social media has brought, such as interaction has led most of the companies to use social media as their primary communication channel, all thou social media is probably not going to replace the traditional channels. This study has also allowed us to develop a model for communication through social media, for companies who are thinking of communicating through social media, and for companies who are communicating through social media today.