Sociala Medier - Bara en massa issues?
(2019) SKOK11 20191Department of Strategic Communication
- Abstract
- This case study aims to investigate how Arla responds to negative comments posted to their social media in order to gain knowledge of how they take into consideration Issues Management in their social media communication. Through a netnographic observation and two in-depth interviews with Arlas press- and media manager we gather empirical material. The netnographic observation is used to gather comments posted to Arla Sveriges Instagram and the in-depth interviews give us an understanding of Arlas viewpoint on negative comments posted to social media, which we have identified as potential issues that threaten the brand. The analysis identifies that the majority of negative comments posted to Arla Sverige question the well-being of animals... (More)
- This case study aims to investigate how Arla responds to negative comments posted to their social media in order to gain knowledge of how they take into consideration Issues Management in their social media communication. Through a netnographic observation and two in-depth interviews with Arlas press- and media manager we gather empirical material. The netnographic observation is used to gather comments posted to Arla Sveriges Instagram and the in-depth interviews give us an understanding of Arlas viewpoint on negative comments posted to social media, which we have identified as potential issues that threaten the brand. The analysis identifies that the majority of negative comments posted to Arla Sverige question the well-being of animals as well as how sustainable the dairy industry is. Furthermore, we can see that Arla has not planned their communication for the Instagram account Ar-la Sverige and we see the lack of a strategy has resulted in an inactivity on this ac-count. Only certain comments are answered, the majority being comments that are product specific and formulated as questions. In the final part of the analysis, we conclude an initial step for Arla is to plan their communication on Arla Sverige. Fur-thermore, we discuss the importance of Arla being proactive in their communication on social media. By being proactive when handling negative comments on social media they make it possible to co-create with consumers. By keeping a constant dialogue with consumers, they can identify what types of CSR communication con-sumers are asking for. (Less)
- Abstract (Swedish)
- Denna fallstudie studerar och analyserar hur Arla bemöter negativa kommentarer på Instagramkontot Arla Sverige. Vi belyser hur Arla förhåller sig till teorier inom Is-sues Management i sin kommunikation på ett av sina Instagramkonton. Vi använder en netnografisk observation samt intervjumetod som insamlingsmetod. Den netnografiska metoden används för att samla in kommentarer från Instagramkontot Arla Sverige. Två djupintervjuer med Arlas press- och mediechef ger en förståelse för hur Arla svarar på negativa kommentarer på sociala medier, som i ramen för denna studie har identifierats som potentiella issues. Resultaten som analysen genererat visar att majoriteten av de negativa kommentarerna riktade mot Arla (på Instagramkontot Arla... (More)
- Denna fallstudie studerar och analyserar hur Arla bemöter negativa kommentarer på Instagramkontot Arla Sverige. Vi belyser hur Arla förhåller sig till teorier inom Is-sues Management i sin kommunikation på ett av sina Instagramkonton. Vi använder en netnografisk observation samt intervjumetod som insamlingsmetod. Den netnografiska metoden används för att samla in kommentarer från Instagramkontot Arla Sverige. Två djupintervjuer med Arlas press- och mediechef ger en förståelse för hur Arla svarar på negativa kommentarer på sociala medier, som i ramen för denna studie har identifierats som potentiella issues. Resultaten som analysen genererat visar att majoriteten av de negativa kommentarerna riktade mot Arla (på Instagramkontot Arla Sverige) berör frågor om CSR och hållbarhet. Flera kommentarer anser att tillverkningen av mejeriprodukter är oetisk, samt ifrågasätter hur hållbar mejeriindustrin är. Vidare ser vi att Arla inte planerat sin kommunikation för Instagramkontot Arla Sverige vilket resulterar i att endast vissa kommentarer besvaras. Kommen-tarer som oftast får svar från Arla är produktspecifika och ställer en konkret fråga. Vi drar slutsatsen att Arla skulle dra nytta av att planera sin kommunikation för Instagramkontot Arla Sverige. Vidare diskuteras vikten av att ständigt vara proaktiv i sin kommunikation och föra en dialog om hur Arla arbetar med hållbarhet och CSR. Genom att kommunicera proaktivt skapar de förutsättningar för att samskapa med konsumenter. Genom att uppmana till diskussion om hållbarhet och CSR kan Arla få en bättre förståelse för vad konsumenter efterfrågar för hållbarhetskommunikat-ion. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8993391
- author
- Rågmark, Caroline LU and Olsson, Louise
- supervisor
- organization
- alternative title
- Social Media - A bunch of issues?
- course
- SKOK11 20191
- year
- 2019
- type
- M2 - Bachelor Degree
- subject
- keywords
- Kriskommunikation, Issues Management, Sociala medier, Hållbarhet, CSR, Samskapande, Kommunikationsplanering, Proaktivitet, Transparens.
- language
- Swedish
- id
- 8993391
- date added to LUP
- 2019-10-01 11:50:16
- date last changed
- 2019-10-01 11:50:16
@misc{8993391,
abstract = {{This case study aims to investigate how Arla responds to negative comments posted to their social media in order to gain knowledge of how they take into consideration Issues Management in their social media communication. Through a netnographic observation and two in-depth interviews with Arlas press- and media manager we gather empirical material. The netnographic observation is used to gather comments posted to Arla Sveriges Instagram and the in-depth interviews give us an understanding of Arlas viewpoint on negative comments posted to social media, which we have identified as potential issues that threaten the brand. The analysis identifies that the majority of negative comments posted to Arla Sverige question the well-being of animals as well as how sustainable the dairy industry is. Furthermore, we can see that Arla has not planned their communication for the Instagram account Ar-la Sverige and we see the lack of a strategy has resulted in an inactivity on this ac-count. Only certain comments are answered, the majority being comments that are product specific and formulated as questions. In the final part of the analysis, we conclude an initial step for Arla is to plan their communication on Arla Sverige. Fur-thermore, we discuss the importance of Arla being proactive in their communication on social media. By being proactive when handling negative comments on social media they make it possible to co-create with consumers. By keeping a constant dialogue with consumers, they can identify what types of CSR communication con-sumers are asking for.}},
author = {{Rågmark, Caroline and Olsson, Louise}},
language = {{swe}},
note = {{Student Paper}},
title = {{Sociala Medier - Bara en massa issues?}},
year = {{2019}},
}