"SJ AB har kommenterat ditt inlägg": En kvantitativ och kvalitativ studie om SJ AB:s kommunikation i sociala medier
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Title: “SJ AB har kommenterat ditt inlägg”: En kvantiativ och kvalitativ studie om SJ AB:s kommunikation i sociala medier
Writers: Fanny Fellman and Moa Grönroos
Class, semester, year: Bachelor thesis, 15 HP, winter semester 2014
Number of words in the thesis: 13 566
Problem definition and purpose: Our purpose is to investigate how SJ communicate in social media in crisis. SJ AB is a Swedish train company with traffic across Sweden who may be affected by a variety of crises. Social media use has today grown and now uses just not the Internet for pleasure, but also to ask questions and get feedback. Social media leads us into a new communication scenery, which also applies to organizations to be present. Internet thus play a major role in the battle for the main communication arenas and may even have been one of the most important media to communicate through during a crisis - Internet helps to organize crises, whether you're talking about handling or solutions of crises. In that SJ has many followers in their social media, it puts them in a tight seat and forces them to act.
Methods and material: The empirical data is collected through quantitative and qualitative methods. The quantitative and qualitative material has been collected through fifty posts from SJ's stakeholders in the organization's official pages on Facebook and Twitter. Our selection was due to the social networking SJ had the most activity and the selection of posts were posts that dealt with some form of crisis.
Main results: What SJ is at the forefront with is to communicate with their stakeholders within short time. In the majority of posts you could see communication from the organization within an hour race. This suggests that SJ AB concentrates on answering its stakeholders quickly. What pervade their presence on both Facebook and Twitter is that they always, in any form, offers a solution and / or explanation of the situation. In contrast to vary the quality of the solution depending on the social medium terms and the type of crisis terms, and it results in SJ AB's attitude perceived as engaging but also passively. In many of the cases where they explain and offer a solution to the crisis shows they are also a good transparency by showing an openness to the interested about what happened and why. In the majority of the analyzed posts, SJ is confirming rather than taking distance to the crises and problems that stakeholders highlight of their consciousness. On the other hand, sometimes it occurs revulsion if it is felt justified, but then it’s explained closely. SJ strives to have an informal language when communicating via social media, and it's something that generally is consistently communicating on Facebook while on Twitter vary to a greater extent. In the communication via social media so not perceived stakeholder and SJ AB as unequal. The organization adapts to the stakeholder and try to engage in stakeholder's level, speaking not too formal but for dialogue as if it were in real life. Through dedication and simple language achieves SJ AB and stakeholder together with an understanding of the current crisis, and in this way they can together contribute to the crisis dissolves.
Keywords: social media, crisis communications, crisis management, SJ AB, strategic communication, relationship building
Place, publisher, year, edition, pages
social media, crisis communications, crisis management, SJ AB, strategic communication, relationship building
sociala medier, kriskommunikation, SJ AB, strategisk kommunikation, relationsbyggande
IdentifiersURN: urn:nbn:se:miun:diva-24222OAI: oai:DiVA.org:miun-24222DiVA: diva2:783568