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Kommuners utmaningar i sociala medier

Svederborn, Hanna LU and Hedenby, Michaela (2012) SKOK01 20121
Department of Strategic Communication
Abstract (Swedish)
I den här uppsatsen undersöker vi vilka utmaningar sju svenska kommuner har stött på i sitt arbete med sociala medier. Genom intervjuer med tolv personer som arbetar med information och kommunikation i sina respektive kommuner har det framkommit ett antal utmaningar som har analyserats genom ett neoinstitutionellt perspektiv. Neoinstitutionalismen förklarar hur organisationer agerar för att anses som legiti- ma, utifrån de regler, normer och förväntningar som existerar i deras omvärld. Vi har här funnit en spänning mellan kravet på en kommun att dels agera som en tra- ditionell kommun, dels att vara en modern organisation. Denna spänning mellan

olika förväntningar på kommunen tar sig i uttryck i olika delar av arbetet med so- ciala... (More)
I den här uppsatsen undersöker vi vilka utmaningar sju svenska kommuner har stött på i sitt arbete med sociala medier. Genom intervjuer med tolv personer som arbetar med information och kommunikation i sina respektive kommuner har det framkommit ett antal utmaningar som har analyserats genom ett neoinstitutionellt perspektiv. Neoinstitutionalismen förklarar hur organisationer agerar för att anses som legiti- ma, utifrån de regler, normer och förväntningar som existerar i deras omvärld. Vi har här funnit en spänning mellan kravet på en kommun att dels agera som en tra- ditionell kommun, dels att vara en modern organisation. Denna spänning mellan

olika förväntningar på kommunen tar sig i uttryck i olika delar av arbetet med so- ciala medier och skapar följande utmaningar: vilket syfte kommunen har med so- ciala medier, tillvägagångssättet i kanalerna, i förhandlandet om i vilken omfatt- ning kommunerna ska prioritera dem och vilket tonfall de ska använda gentemot medborgarna. Resultatet visar också att flertalet av kommunerna eftersträvar ett modernare arbetssätt och inte anser att utmaningarna med att använda sociala me- dier är särskilt stora. (Less)
Abstract
In this thesis we will analyse the challenges that seven Swedish municipalities face while working with social networks such as Facebook and Twitter. Based on neoinstitutional theory we try to find explanations to why these challenges exist, increasing organizations awareness of in what way and to which extent they are affected by the expectations from the surrounding world. Twelve persons in seven different municipalities, all users of social media, have been interviewed. Accord- ing to the neoinstitutional theory organizations act within the frame of cognitive, normative and regulative institutions, which they may or may not be aware of, in order to gain legitimacy. We have used this theory to try to show that municipali- ties are forced... (More)
In this thesis we will analyse the challenges that seven Swedish municipalities face while working with social networks such as Facebook and Twitter. Based on neoinstitutional theory we try to find explanations to why these challenges exist, increasing organizations awareness of in what way and to which extent they are affected by the expectations from the surrounding world. Twelve persons in seven different municipalities, all users of social media, have been interviewed. Accord- ing to the neoinstitutional theory organizations act within the frame of cognitive, normative and regulative institutions, which they may or may not be aware of, in order to gain legitimacy. We have used this theory to try to show that municipali- ties are forced to combine two roles: on one hand being the traditional municipal- ity, and on the other hand a modern organization using social media. The tensions between these roles can be seen in different contexts: in the municipalities’ pur- pose of using the channels, in what way they are expected to act in social media, in discussions about to what extent they should prioritize these channels and what tone to use towards their citizens. The results tell us that the majority of the par- ticipating municipalities are aiming at a more modern way of working and don’t see the challenges in social media as particularly big. (Less)
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author
Svederborn, Hanna LU and Hedenby, Michaela
supervisor
organization
course
SKOK01 20121
year
type
M2 - Bachelor Degree
subject
keywords
sociala medier, kommuner, neoinstitutionalism, utmaningar, legitimi- tet, municipalities, Social media, challenges, legitimacy
language
Swedish
id
3046635
date added to LUP
2012-09-07 09:34:11
date last changed
2014-09-04 08:36:18
@misc{3046635,
  abstract     = {In this thesis we will analyse the challenges that seven Swedish municipalities face while working with social networks such as Facebook and Twitter. Based on neoinstitutional theory we try to find explanations to why these challenges exist, increasing organizations awareness of in what way and to which extent they are affected by the expectations from the surrounding world. Twelve persons in seven different municipalities, all users of social media, have been interviewed. Accord- ing to the neoinstitutional theory organizations act within the frame of cognitive, normative and regulative institutions, which they may or may not be aware of, in order to gain legitimacy. We have used this theory to try to show that municipali- ties are forced to combine two roles: on one hand being the traditional municipal- ity, and on the other hand a modern organization using social media. The tensions between these roles can be seen in different contexts: in the municipalities’ pur- pose of using the channels, in what way they are expected to act in social media, in discussions about to what extent they should prioritize these channels and what tone to use towards their citizens. The results tell us that the majority of the par- ticipating municipalities are aiming at a more modern way of working and don’t see the challenges in social media as particularly big.},
  author       = {Svederborn, Hanna and Hedenby, Michaela},
  keyword      = {sociala medier,kommuner,neoinstitutionalism,utmaningar,legitimi- tet,municipalities,Social media,challenges,legitimacy},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kommuners utmaningar i sociala medier},
  year         = {2012},
}