Umeå universitets logga

The purpose of this essay is to examine how the editorial office to the TV-programs Gokväll,Mitt i naturen and Plus use social media. To achieve the purpose qualitative interviews wereconducted with three Web Editors, one for each program. This essay is based on theories onhow companies can and should work with social media from Andreas M. Kaplan andMichael Haenlin among other writers and scholars from Sweden. The convergence concepttheory with particular focus on media convergence and branding has also been applied in thestudy. The result of this study shows that the editorial office for the programs use socialmedia in varying extents and quality. Facebook is the most used social media channel andTwitter is used in a small extent. Two of the programs use Instagram as well and one of themhas developed their own application. The programs appear on the channel SVT which is partof public service in Sweden. With that come guidelines, which the programs need to follow.One of them is that they have to use at least three social media channels to avoid favoring ofone special brand or company. Two of the TV-programs are using Twitter even though theeditorial staff admits that they do not think their main audience is active on such socialmedias. This result shows that there is obviously a problem with the fact that they have to usethree social medias even though they do not really benefit by using all of them.