Kommuner på Facebook: En kvantitativ innehållsanalys av interaktionen mellan kommuner och deras följare på Facebook.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The insufficient amout of research regarding social media use in municipalities was in part why this study was conducted. This study examined how Swedish municipalities interact with its followers through Facebook’s different post types to create engagement. Grunigs excellence theory stood as the base for the theoretical framework. The method used was a quantitative content analysis. Data was collected from 30 different municipalities’ Facebook pages. The study found that municipalities use Facebook to engage their citizens in some ways more than others and that municipalities, in some regards, do not use Facebook to its full potential. To reach the various ways of engagement, municipalities need to be aware of how to achieve that. Such as what format best suits the engagement that the municipalities wish to achieve. Posting a larger variation of formats should be implemented in order to take advantage of all the benefits that the different formats provide.
Place, publisher, year, edition, pages
2016. , 39 p.
Municipalities, Facebook, interaction, engagement, quantitative content analysis
Media and Communications
IdentifiersURN: urn:nbn:se:lnu:diva-53045OAI: oai:DiVA.org:lnu-53045DiVA: diva2:933556
Subject / course
Media and Communications Science
Media Management Programme, 180 credits
Ekelin, Annelie, Lektor