Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE credits
This essay is a case study of how two non-profit organizations, in the same line of business work with external communication and new media such as Internet and social media (Facebook and Twitter).
Both these organizations are located in different countries and the purpose of the case study is also to find out if the differences in their work methods in communication depend on organizational or cultural differences.
The case study was conducted in the organizations Sverige Amerika Centret in Karlstad, Sweden and The Swedish Council of America in Minneapolis, US. A qualitative approach executed through interviews and a qualitative content analysis of the organizations annual report from 2010.
The result of the interviews and the document content analysis shows that there are differences in the way these organizations handle their work with external communications and new media. One of the organizations uses new media more actively in their work with communication and through that channel creates a relationship with its external audiences.
The theories that has been used for this case study is Organization communication, Intercultural communication, Public Relations and Organization culture.
Keywords: external communication, new media, culture and employees.
2011. , 69 p.