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Relationsskapande i sociala medier

Olsson, Martina LU and Pettersson, Maria LU (2012) SKOK01 20121
Department of Strategic Communication
Abstract
A growing number of organizations are using social media in an attempt to create
improved relationships with their customers. The purpose of this bachelor thesis is
to examine Twitter as a channel for relationship growth and improvement. Using case study as the methodological approach, the communication that takes place on SJ:s Twitter account is analyzed and put into a scientific context by comparing it with what has been argued in previous research. The thesis describes the application and impact of Twitter, as the channel is a place open for dialogue and emotionally based relationships, and it examines how SJ:s is working with this tool. This research suggests that there is a gap between expectations of the customer and the... (More)
A growing number of organizations are using social media in an attempt to create
improved relationships with their customers. The purpose of this bachelor thesis is
to examine Twitter as a channel for relationship growth and improvement. Using case study as the methodological approach, the communication that takes place on SJ:s Twitter account is analyzed and put into a scientific context by comparing it with what has been argued in previous research. The thesis describes the application and impact of Twitter, as the channel is a place open for dialogue and emotionally based relationships, and it examines how SJ:s is working with this tool. This research suggests that there is a gap between expectations of the customer and the organization, since they have different views on the purpose of communication on Twitter, as well as their motives to communicate. This illustrates that the relationship-building benefits that the Twitter channel brings doesn’t come without a cost, since customer engagement on Twitter involves risks and demands different to those that are found in traditional media. Organizations must be prepared to use a different kind of language and improvise when they communicate with their customers. (Less)
Abstract (Swedish)
Allt fler organisationer vänder sig till sociala medier i hopp om att skapa, förbättra och bevara goda relationer till sina intressenter och syftet med denna uppsats är att undersöka Twitter som relationsbyggande kanal. Med fallstudien som forskningsstrategi analyseras kommunikationen som sker på SJ:s Twitterkonto, och empirin ställs i förhållande till tidigare teori om relationsskapande för att ge det vetenskapligt värde. Examensarbetet skildrar möjligheterna som Twitter medför då kanalen är en plats öppen för dialog och emotionellt grundade relationer, och uppsatsen utreder hur fallföretaget arbetar med verktygen. Det framgår att det finns ett gap mellan kundernas och organisationens förväntningar på syftet med kommunikationen mellan... (More)
Allt fler organisationer vänder sig till sociala medier i hopp om att skapa, förbättra och bevara goda relationer till sina intressenter och syftet med denna uppsats är att undersöka Twitter som relationsbyggande kanal. Med fallstudien som forskningsstrategi analyseras kommunikationen som sker på SJ:s Twitterkonto, och empirin ställs i förhållande till tidigare teori om relationsskapande för att ge det vetenskapligt värde. Examensarbetet skildrar möjligheterna som Twitter medför då kanalen är en plats öppen för dialog och emotionellt grundade relationer, och uppsatsen utreder hur fallföretaget arbetar med verktygen. Det framgår att det finns ett gap mellan kundernas och organisationens förväntningar på syftet med kommunikationen mellan dem, och att motiven till att de kommunicerar skiljer. Detta belyser att de relationsskapande fördelarna som organisationer kan ta del av genom att närvara på Twitter inte är riskfritt, utan medför andra krav på dem än de som ställs på i traditionella medier. De måste vara beredda att använda ett nytt språk, improvisera och våga ta risker när de kommunicerar med sina kunder. (Less)
Please use this url to cite or link to this publication:
author
Olsson, Martina LU and Pettersson, Maria LU
supervisor
organization
alternative title
En fallstudie av SJ:s Twitterkonto
course
SKOK01 20121
year
type
M2 - Bachelor Degree
subject
keywords
Public Relations, Human Voice, Engagemang, Twitter, Dialog, SJ, Sociala medier, Relationsskapande
language
Swedish
id
3052496
date added to LUP
2012-09-13 14:47:59
date last changed
2014-09-04 08:36:18
@misc{3052496,
  abstract     = {A growing number of organizations are using social media in an attempt to create 
improved relationships with their customers. The purpose of this bachelor thesis is 
to examine Twitter as a channel for relationship growth and improvement. Using case study as the methodological approach, the communication that takes place on SJ:s Twitter account is analyzed and put into a scientific context by comparing it with what has been argued in previous research. The thesis describes the application and impact of Twitter, as the channel is a place open for dialogue and emotionally based relationships, and it examines how SJ:s is working with this tool. This research suggests that there is a gap between expectations of the customer and the organization, since they have different views on the purpose of communication on Twitter, as well as their motives to communicate. This illustrates that the relationship-building benefits that the Twitter channel brings doesn’t come without a cost, since customer engagement on Twitter involves risks and demands different to those that are found in traditional media. Organizations must be prepared to use a different kind of language and improvise when they communicate with their customers.},
  author       = {Olsson, Martina and Pettersson, Maria},
  keyword      = {Public Relations,Human Voice,Engagemang,Twitter,Dialog,SJ,Sociala medier,Relationsskapande},
  language     = {swe},
  note         = {Student Paper},
  title        = {Relationsskapande i sociala medier},
  year         = {2012},
}