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  • 1.
    Johansson, Christine
    et al.
    University West, Department of Economics and Informatics.
    Bumbar, Sanja
    University West, Department of Economics and Informatics.
    Kommuner och sociala medier: en studie om kommuners användning av Facebook2012Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study deals with the use of social media in general and Facebook in particular by Swedish municipalities. The phenomenon of social media has grown stronger in recent years and are not now days only used by individuals, but also by companies and organizations and now also authorities, which have begun to see the benefits of using them. This paper builds on a study carried out by the Swedish Local Authorities and Regions, which have developed guidelines for municipalities on how to respond to citizens using social media. From this previous study, a number of municipalities were found that use social media on a regular basis. In the context of this study these municipalities were then contacted in order to find out how they use social media and whether there are any guidelines when communicating with citizens. The study is then narrowed down to focus more on Facebook specifically and what message they want to convey through the use of Facebook, and how possible guidelines may look like. A total of 26 municipalities out of 51 elected to answer the electronic questionnaire, with locations from Kalix in the north to Ystad in the south.

    The method used for this study is a qualitative approach with quantitative elements, where an electronic questionnaire was sent out, containing questions answered in free text by the municipalities, which were then analysed, processed and interpreted. The theory section introduces concepts used in the study and a more detailed presentation of research and guidelines by the Swedish Local Authorities and Regions. The importance of communication, both internal and external, is also discussed.

    This paper concludes with the finding that municipalities are using social media as a communication channel to increase communication with their citizens. Municipalities would thus create a forum for dialogue and be able to reach out to wider audiences. Marketing possibilities and the creation of a positive image of themselves is seen as an important reason why municipalities are using social media. Another benefit is the ease of reaching the municipality as a citizen, and that the municipalities themselves are able to expand their civic service and offer a greater variety of it. Additional benefits can also be seen, such as making it easier to share information and to obtain input and feedback from citizens. The study also shows that the vast majority of the responding municipalities comply with some form of guidelines, used to support and supplement the use of social media. 

    Download full text (pdf)
    Kommuner och sociala medier - En studie om kommuners användning av Facebook
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