Title: Social media as a communication tool - A case study on social media influence
Level: Final assignment for Bachelor degree in Business and Economics
Author: Jessika Klintsbacka & Oskar Berge
Supervisor: Pär Vilhelmsson, Ernst Hollander & Maria Fregidou-Malama
Purpose of Study: The aim of this study is to inquire into Swedish companies internal
communication, their approach to social media as an internal communications tool, and if it
affects the corporate culture.
Method: The study is a multiple case study with a qualitative research design. The study's
interview questions were designed by a operationalization of based on theory in the areas of
internal communication, corporate culture and social media. The interviews took place in
April 2014. The interviews were recorded and then analyzed to bring out the similarities and
differences between the companies.
Results & Conclusion: The study shows that Swedish companies corporate cultures have
connections with internal communication, and implementation of social media as a
communications tool. The study found that connections to companies with a comprehensive
one-way positive consider social media as alternative communication tool to strengthen the
unity and community within the company.
Suggestion for further research: One of the study's three companies is owner-led and this
company showed a high level of corporate culture. Further research should examine whether
there is a relationship between corporate culture and internal communication on the ownermanaged
business. The study also finds that further researched can study the extent to which
an implementation of social media had an impact on the company's internal communication
and corporate culture, before and after the implementation.
Contribution of the thesis: The study's contribution is to show the context of social media as
an internal communications tool and if it has a connection with the culture that is identified in
the company. This is to show the possibilities that social media has internally to increase
cohesion and information dissemination. Also, to show the benefits that a company can get by
implementing social media as an internal tool and not just in an external purpose.
Key Words: Internal communication, organizational culture & Social media
2014. , 74 p.