Purpose: The purpose of the essay is; to explain and clarify how the company is acting to lead members in social media to achieve valuable external communication. The authors believe that it is important to act with credibility and quality in social media, to accomplish long lasting relationships. When employees communicate with consumers their conduct is relevant to the company's credibility.Methodology: An inductive approach has been used for the empirical data collection since the authors have been studying the reality without existing theories. A qualitative research method has been used for collecting the empirical material. Primary data was collected from telephone interviews with seven companies, active in social media.Conclusions: The study shows that the power of employees? can be used when designing strategies for social media.

This paper is based on a quantitative survey. The study aims to answer the questionwhich media young people rather use to take part of the news. The results showthat young people today in Kalmar preferably and often read newspapers on theInternet and mobile phone.The questions asked was about which media they usually use, the level ofconfidence they had in various media, how interest was in different newscategories, willingness to pay for online news and background issues relatedsubjects. The survey was aimed at high school students in Kalmar and weredistributed and collected on-site at the schools. What was remarkable among theresponses was that young people largely had access to a morning newspaper athome and said that they would consider subscribing to one in the future.

The media arena is becoming more and more crowded by various brands and different commercial messages. At the same time, consumers learn how to screen marketing communication and their cognitive ad filters enable them to avoid message elaboration. Thus, new thinking and new communication executions are required in order to surprise the consumers and break through the clutter. In the present study, we have investigated how the choice of media affects attention, memory and several communication effects that the ad can generate in the short as well as in the long term. The study is conducted on a well-known brand within a low-involvement product category.

Title: Market Communication in transformation Authors: Gabriella Holm and Christoffer LarssonPurpose/Aim: The purpose of this paper is to examine how market communication at PR-firms in Sweden has changed over the first decade of the 21-century. In 2007 social media expanded on the Swedish market. This had implications for the way we are looking at communication and therefore also the PR business and how they are operating. The aim with this paper is to see how social media have affected marketing communication at PR-firms.Methodology: This paper is based on case studies from Swedish PR-firms. We used five cases from 2003-2005 and five from 2010-2012.

Hur kan polisen använda media för att förebygga brott? Vad får man, som polis, säga till media? Vill media användas som en länk mellan allmänheten och polisen? Polisen kommer allt längre ifrån allmänheten och som en naturlig följd får allmänheten mindre information om polisen och dess arbete. Kan vi använda medierna för att motverka bristen på information till allmänheten? Som poliser kommer vi att ha mycket kontakt med olika medier och vid olika tillfällen. Den utbildning vi får på skolan om ämnet är, enligt mig, otillräcklig och det finns även lite information om hur vi ska förhålla oss till media.

An increased use of social media has enabled a new arena for HR functions and the work with HR issues. Proponents are critical of this, as it can lead to ethical and legal dilemmas. So far the research on this area is limited. On this basis I found it interesting to study how social media is used in connection with the recruitment process. Those who will benefit from this study are primarily those dealing with recruitment, but also others working with HR issues.

Consumption of meat and poultry has increased during the last ten years while the production in Sweden has decreased. Cheap imports are competing with Swedish products and consumers, restaurant and retail let the price decided what to purchase. Swedish food producers can become better at communicating the added values that meat and poultry produced in Sweden has. Social media gives companies a possible tool for communication in order to communicate and create a relationship with consumers. The rise of social media does not only affect consumer decisions making, but also corporate communication. The objective of this project is to investigate how social media can connect the farmer to the consumer.

This thesis aims to examine the nature of the medial compartment regarding the reporting of problems in conjunction with suburbs. Previous research on discrimination in the media shows that people living in the suburbs considers suburbs being portrayed negatively in the media. They perceive that this has a negative effect on integration which in turn increases the risk of stigmatization. This study strives to contribute to the clarification of whether medias means of reporting around this area can help in the development of problems in suburbs by examining whether there is a reflection of actual political focus in the media or if media only plays a stigmatizing role. The research method used has been quantitative content analysis, making an overview of how much space is given to the different types of reporting. The thesis concludes that the reporting examined in this study did not appear to be of a structurally discriminatory nature, even if that type of reporting occurred.

Title: ?Content, Contact, Cash?- En kvalitativ studie om framgångsrik marknadsföring viasociala medierAuthors: Andreas Hadzikostas and Helli ShahidiAssigner: NewsroomCourse: Degree thesis in Bachelor of Media and communication at the faculty ofJournalism and mass communication at University of Gothenburg, SwedenSemester: Spring semester, 2010Tutor: Ingela WadbringPages: 49, including two enclosuresPurpose: To elucidate which factors are significant for successful marketing via the social media.Method: Expert interviews, Informative interviews and content analysisMaterial: Interviews with Lena Carlsson at Kreafon PR agency, Peter Baeza at IHM Business School, Eva and Kalle Bodestig at Mandel, Lena Ekman at Saltå kvarn and Rick Short at Indium Corporation.Main result: This study has resulted in both comprehensive and concrete proposals for how Newsroom should work and market themselves, but mainly their customers via the social media tools such as Facebook and blogs. In order for companies to be successful with their marketing, they ought to build a strong, personal and enduring relationship with their customers by being attentive of their target group. The main purpose of the social media is to encourage individuals to interact and conduct dialogue with the participants rather than focusing entirely on one way communication. Furthermore, in order for a company, regardless of size, to be successful in building a healthy relationship with their costumers, they ought to showcompassion for their feelings and needs, as well as providing them with as much information as possible, via all of the selected social media tools to work with.

The purpose of this study is to examine the role social media canplay in a school library context, based on a theoretical model,called ?A new model for the public library in a knowledge andexperienced society? by Henrik Jochumsen, Dorte Skot-Hansenand Casper Hvegaard Rasmussen.The bachelor thesis aim to answer three research questions, theyare as follow: Which request of social media is there by teachersand pupils at a high school library? Which social media is the mostrequested by teachers and pupils at a high school library? Andshould the library services for teachers and students be improved ifsocial media were used at a high school library?The methodology used for this study was an inquiry investigation.My findings are presented in a context of previous, relatedresearch and the study shows that teachers and pupils are wellinformed of what social media is and they use social media whenthey are at school.The thesis also shows that the unit I study, a vocational trainingunit, is more or less interested in what the school library can do forthem with social media.They seldom are at the school library and they seldom use theteach platform were they can find library services.This result can open up for the school library to meet the users at anew arena with for example social media..

Academic research indicates that critical publicity can have a detrimental effect on brand attitudes. The negative effects have been showed to be buffered by cognitive bias elicited by strong favourable attitudes, commitment, brand certainty and brand identification. It has been proposed that the influence of such bias in a news reporting context should be studied, something that also is interesting from a brand perspective. The study therefore investigated whether a well-publicised scandal in one period can lead to increased critical publicity in the coming periods. A case study of Swedish grocery chain ICA was conducted.

Purpose/Aim: This essay seeks to describe in what way different newspapers framed Uppsala Reggaefestival, which is a music festival in Uppsala, Sweden. Not only the local press, but also the framing by national press will be analyzed. Furthermore, it seeks to discuss what causes different frames.Material/Method: The material consist of 96 articles from 4 different newspapers which are being analyzed through a quantitative content analysis method inspired by Melin and Lange, and their ideas of identifying the main message of a text. The media framing of Uppsala Reggaefestival are compared to another similar music festival in Sweden, Arvikafestivalen. By using theories about media framing and media logic the results can, if not explained, at least be discussed.Main results: The study shows that Uppsala Reggaefestival is framed in a way that is focused on the problems within the festival, for example drug abuse.

I dagens samhälle spelar media en stor roll och i många avseenden styr den människors liv och åsikter. Vikten av att kunna kontrollera media och därigenom bilden av sig själv blir allt viktigare i en värld som blir allt mer globaliserad. De länder som studeras i denna uppsats, Ukraina och Vitryssland, är två länder med liknande historia och utveckling efter Sovjetunionens fall. Dock finns en signifikant skillnad i och med den orangea revolutionen som ägde rum i Ukraina och som ledde till att landet gick i en mer demokratisk riktning. Vi har här försökt visa att staters hantering av media har en stor betydelse när det gäller att kategorisera länder som demokratiska eller auktoritära.

The aim of this study was to find out how journalism students at two universities in Sweden, Gothenburg University and Linnaeus University in Kalmar, use the social networking service Twitter. We were primarily interested in whether the students are using Twitter as a journalistic tool, which includes gathering, production and distribution of material. The study focused on journalism students because they soon will enter the working life and therefore can provide an indication of whether Twitter is a part of the future of journalism. We have used theories of mass communication to describe the development in the area and explore how journalism has adapted to this change. The study was conducted in the form of a survey in which the students answered questions about how they use Twitter and what they think about the social networking service.

AbstractTitle: The ?Investigator? and the ?Updater? ? new patterns of news use among young adults.Number of pages: 48Author: Anna StrinnholmTutor: Amelie HössjerCourse: Media and Communications, D- levelPeriod: Fall of 2005University: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/Aim: The aim of this essay is to provide an description of how daily newspaper, TV, radio and the Internet are used by young adults in order to contribute to Lennar Weibulls model ?a typology of the Swedish mediasystem from an audience perspectiv?.Method/Material: The method of gathering of empirical material has been conducted by interviewing eight people of how they use daily newspapers, TV, radio and The internet to inform themselves of the daily news. The empirical material has then been analysed by applying a two step method, of first making a summary of the interviews and secondly making a comparison with a model of Lennart Weibull ?a typology of the Swedish mediasystem from an audience perspectiv? .Main results:Two different types of ideal media users can be drawn from the empirical research, the ?Investigator? and the ?Updater?. The updater search for news to stay updated and relies on the Internet as main source of information.