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Mer än en följare: PR-byråers uppfattning om meningsfulla relationer på sociala medier
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
More than a follower : How PR-agencies describe meaningful relations on social media (English)
Abstract [en]

Purpose:

The purpose of this thesis is to bring a better understanding for how employees of PR- agencies describe a meaningful relation on social media. The thesis furthermore aim to bring further understanding about how employees of PR-agencies describe their strategies for meaningful relations on their agencies’ channels on social media.

Theoretical framework:

The chapter includes framework of PR and Relations, relations on social media and finally strategy to target audience.

Method:

A qualitative research method with a semi-structured approach has been implemented.

Empirical framework:

The empirical material is based on five semi structured interviews with employees of PR-agencies. The respondents obtain significant expertise of the topic, that makes their answers relevant to the purpose of the study.

Conclusion:

Our conclusion is that agencies pick their social media channels based on user base above all. Another factor is whether their target group uses the platform or not, but since the platforms chosen by the agencies were often market leading the answer is yes.

An interesting finding was that informants spoke of channel adjustment rather than audience targeting. To build a meaningful relation with the audience the social media content were often based on personal and expertise aspects.

The target groups were often described based on their job role, and not other social or personal factors. The informants’ descriptions of what a meaningful relation included varied a lot. Common patterns were that it included two way communication, that both parts would get something out of it and that the followers would feel comfortable commenting and sharing posts.

Last but not least there was a goal that a meaningful relation would lead to some sort of business. Social media activity could lead to business if the relation was meaningful in the long run.

Place, publisher, year, edition, pages
2017. , 47 p.
Keyword [en]
Strategic communication, PR, relation, social media, agency, organizational communication, media
Keyword [sv]
Strategisk kommunikation, PR, relation, sociala medier, byrå, organisationskommunikation, medier
National Category
Media and Communications Law and Society
Identifiers
URN: urn:nbn:se:umu:diva-134797OAI: oai:DiVA.org:umu-134797DiVA: diva2:1095023
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2017-05-15 Created: 2017-05-11 Last updated: 2017-05-15Bibliographically approved

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jonsson-och-lindholm.-mer-än-en-följare-kandidatuppsats.pdf(411 kB)27 downloads
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Lindholm, Carl JohanJonsson, Anton
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf