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Strategiskt lyssnande på sociala medier. En studie av hur en kommun praktiserar lyssnande på Facebook.

Jönsson, Elin LU and Nilsson, Victoria LU (2023) SKOK11 20231
Department of Strategic Communication
Abstract
The importance of listening as a part of organizations' strategic communication has been stated in previous research, as well as the possibilities of listening on social media. But the question that remains is: how can strategic listening be put into practice on social media? There is an identified lack of research that highlights how strategic listening can be applied to social media in the practice of organizations, which this study therefore aims to contribute to.

The purpose of this study is to investigate how strategic listening can be practiced on social media. Furthermore, develop understanding and increase knowledge regarding how organizations choose to listen to their stakeholders and in which way this can be expressed and... (More)
The importance of listening as a part of organizations' strategic communication has been stated in previous research, as well as the possibilities of listening on social media. But the question that remains is: how can strategic listening be put into practice on social media? There is an identified lack of research that highlights how strategic listening can be applied to social media in the practice of organizations, which this study therefore aims to contribute to.

The purpose of this study is to investigate how strategic listening can be practiced on social media. Furthermore, develop understanding and increase knowledge regarding how organizations choose to listen to their stakeholders and in which way this can be expressed and visualized on social media. In order to investigate this phenomenon, a content analysis of selected Facebook posts from the municipality of Malmö has been conducted, regarding the period of October 4 2022 to April 4 2023. The content analysis is supplemented by interviews with employees within the municipality of Malmö, which in various ways have insight into how social media is being used.

The results showed that the municipality of Malmö practices strategic listening on Facebook based on our chosen theoretical framework. Moreover, the result indicates that an understanding of the concept exists, where the ambition to practice strategic listening is reflected in the analyzed posts. The study also highlights challenges with practicing strategic listening on social media, although with the conclusion that the opportunities and positive outcomes outweigh the challenges. However, the interviews illustrate divided opinions regarding if listening is being practiced in a systematic and conscious way within the organization. The results thus highlight the importance of a clear implementation, in order to reach consensus of the concept, its application and aim throughout the organization. (Less)
Abstract (Swedish)
Tidigare forskning har uppmärksammat att lyssna är en viktig del i organisationers strategiska kommunikation, likaså möjligheterna med att lyssna på sociala medier. Men frågan som kvarstår är: hur praktiserar organisationer ett strategiskt lyssnande på sociala medier? Det finns en identifierad avsaknad av forskning som belyser hur ett strategiskt lyssnande kan tillämpas på sociala medier i praktiken av organisationer, vilket denna studie därför ämnar att bidra med.

Syftet med studien var således att undersöka hur ett strategiskt lyssnande kan praktiseras på sociala medier. Fenomenet ämnar att skapa en förståelse och ökad kunskap kring hur organisationer väljer att lyssna och på vilket sätt detta kan uttryckas och synliggöras på sociala... (More)
Tidigare forskning har uppmärksammat att lyssna är en viktig del i organisationers strategiska kommunikation, likaså möjligheterna med att lyssna på sociala medier. Men frågan som kvarstår är: hur praktiserar organisationer ett strategiskt lyssnande på sociala medier? Det finns en identifierad avsaknad av forskning som belyser hur ett strategiskt lyssnande kan tillämpas på sociala medier i praktiken av organisationer, vilket denna studie därför ämnar att bidra med.

Syftet med studien var således att undersöka hur ett strategiskt lyssnande kan praktiseras på sociala medier. Fenomenet ämnar att skapa en förståelse och ökad kunskap kring hur organisationer väljer att lyssna och på vilket sätt detta kan uttryckas och synliggöras på sociala medier. För att undersöka ovanstående har en innehållsanalys av utvalda inlägg från Malmö stads Facebook gjorts, avseende perioden 4 oktober 2022 till 4 april 2023. Innehållsanalysen kompletteras med intervjuer med anställda inom Malmö stad, som på olika vis har insikt i hur sociala medier används.

Resultatet av studien visar att Malmö stad praktiserar ett strategiskt lyssnande på sin Facebooksida utifrån vårt valda teoretiska ramverk. Det finns en förståelse för begreppet, och ambitionen att praktisera strategiskt lyssnande återspeglas i de analyserade inläggen. Resultatet visar även att en tillämpning medför en del utmaningar men att möjligheterna och de positiva resultaten är desto fler. Intervjuerna visar emellertid på en diskrepans avseende tillämpningen och huruvida det finns utarbetade, systematiska och medvetna metoder för strategiskt lyssnande inom Malmö stad. De påvisade effekterna av ett strategiskt lyssnande och slutsatserna av denna studie belyser därmed vikten av en tydlig implementering i hela organisationen, i syfte att nå konsensus av begreppet, dess tillämpning och målsättning med lyssnandet. (Less)
Please use this url to cite or link to this publication:
author
Jönsson, Elin LU and Nilsson, Victoria LU
supervisor
organization
course
SKOK11 20231
year
type
M2 - Bachelor Degree
subject
keywords
Strategiskt lyssnande, strategisk kommunikation, sociala medier, Facebook, intressenter, externt lyssnande, Malmö stad Strategic listening, strategic communication, social media, stakeholders, external listening, municipality of Malmö
language
Swedish
id
9117804
date added to LUP
2023-08-28 09:07:18
date last changed
2023-08-28 09:07:18
@misc{9117804,
  abstract     = {{The importance of listening as a part of organizations' strategic communication has been stated in previous research, as well as the possibilities of listening on social media. But the question that remains is: how can strategic listening be put into practice on social media? There is an identified lack of research that highlights how strategic listening can be applied to social media in the practice of organizations, which this study therefore aims to contribute to.

The purpose of this study is to investigate how strategic listening can be practiced on social media. Furthermore, develop understanding and increase knowledge regarding how organizations choose to listen to their stakeholders and in which way this can be expressed and visualized on social media. In order to investigate this phenomenon, a content analysis of selected Facebook posts from the municipality of Malmö has been conducted, regarding the period of October 4 2022 to April 4 2023. The content analysis is supplemented by interviews with employees within the municipality of Malmö, which in various ways have insight into how social media is being used.

The results showed that the municipality of Malmö practices strategic listening on Facebook based on our chosen theoretical framework. Moreover, the result indicates that an understanding of the concept exists, where the ambition to practice strategic listening is reflected in the analyzed posts. The study also highlights challenges with practicing strategic listening on social media, although with the conclusion that the opportunities and positive outcomes outweigh the challenges. However, the interviews illustrate divided opinions regarding if listening is being practiced in a systematic and conscious way within the organization. The results thus highlight the importance of a clear implementation, in order to reach consensus of the concept, its application and aim throughout the organization.}},
  author       = {{Jönsson, Elin and Nilsson, Victoria}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Strategiskt lyssnande på sociala medier. En studie av hur en kommun praktiserar lyssnande på Facebook.}},
  year         = {{2023}},
}