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Våga surfa längre än vad radiovågorna tar er: En undersökning om P4 Kalmars Facebook-sida och dess medlemmar
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Dare to surf further away than the radio waves take you : A study about P4 Kalmar’s Facebook page and its members (English)
Abstract [en]

The rise of social media has created an endless source of possibilities for companies to interact and connect with their target audiences. As it is a new channel, companies may experience uncertainty on how to use it to its fullest potential.

The purpose of this study is to describe how the Public Service radio channel, P4 Kalmar, use its Facebook page and how its members perceive the communication on this platform. We have also presented recommendations on how P4 Kalmar can improve the relationship with its members. To reach our conclusions we have combined theoretical references with a quantitative content analyze, a survey and qualitative depth interviews.

By analyzing our findings we came to the conclusion that P4 Kalmar have to develop a strategy for communicating on social media. But since no general communication strategy for the organization exists they have to develop one before developing one for social media. P4 Kalmar should also niche themselves into becoming the main source for local news on Facebook. Finally they have to focus on the fact that social media is relationship based and that this is the primary reason for their existence on Facebook.

Place, publisher, year, edition, pages
2011. , 67 p.
Keyword [en]
social media, facebook, public service, strategy, communication, interaction, network, relations, relationship marketing, P4
Keyword [sv]
sociala medier, facebook, public service, strategi, kommunikation, interaktion, nätverk, relationer, relationsmarknadsföring, P4
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-12131OAI: diva2:420833
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2011-06-14 Created: 2011-06-06 Last updated: 2011-06-14Bibliographically approved

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Cronholm&Everskog2011(1656 kB)259 downloads
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Cronholm, SannaEverskog Lund, Sanna
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