The evolution of the media landscape and the introduction of social media have increased thenumber of communication channels tremendously during the last decade. These new channels have also made an impact on the information control, which has shifted focus from organisations to consumers. In order to communicate one coherent image in the numerous existing channels, organisations need to create strategies that take this into account and makes sure the same messages are communicated through all channels. One way to do this is to use integrated marketing communication (IMC). Since the social media is a relatively new phenomenon, there is no clear way of how to include social media into an IMC strategy.

Today, social media is used mostly by people in their private life. However, companies are more and more tapping into the area of social media. To this date, mostly B2C companies have been successful in their social Media strategies. This qualitative thesis aims to investigate how B2B companies can benefit from using social media as a means to communicate and build relations with their customers. The medtech industry has been chosen as the object of study.Through depth interviews with people in the medtech industry and social media experts, data has been collected in order to answer the questions of (1) how ready customers in the medtech industry are to receive information through social media and (2) how companies can build the best possible social media strategy.

The purpose of this study is to examine the mediatization of Swedish politics on a municipal level. We live in a world were media affects many aspects of life. One of those aspects is the communication between the citizens and the politicians.Our main research questions are:To what extent do politicians communicate with journalists and who initiates these contacts?Do politicians talk to some types of media rather than others?What factors make a politician choose to speak to media?To what extent do leading Swedish municipal politicians use Media strategies?To answer these questions we have used various theories to help us understand media?s role oftoday. First we explain the transformation that has taken part in Swedish media over the last century, from political party press to independent media companies.

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

Title: By what strategies is the old media using the new media? A qualitative essay on TV: s use on social mediaNumber of pages: 54Authors: Marie Magnusson och Sabina KarlssonTutor:  Karin FastCourse: Media and Communication Studies CPeriod: Spring 2011University: Karlstad UniversityPurpose/Aim: Our purpose is to examine which strategies and why two TV-channels, SVT and TV4, are using social media. Our anticipated view is that SVT as a public service organization and TV4 as a commercial operator may have different motives with its use of social media.Material/Method: A qualitative method consisting of interviews by informants from SVT and TV4.Main results: Our result is that there isn?t any big difference between SVT and TV4 in the way they?re using social media. However, that SVT has to more specifically make sure no commercialism exists, while TV4 don?t have to think about it.Keywords: Social networking, convergence, commercialism, communication, Internet, public service, television..

Purpose/aim: The purpose of this thesis is to examine if, and in that case how, the municipality of Umeå worked strategically with its communication during 2014 when Umeå was chosen as ?European Capital of Culture?. The research is mainly focused on the outlines of their communication plan, main goals, what  communication strategies the municipality has chosen to and their choice of media channels.Material/method: Two methods are used for this research; qualitative interviews with four employees within the communication team during Umeå2014 and a text analysis of three formal documents which provide the framework of communication policies and Media strategies during Umeå2014.Results: The results clearly indicate a well structured, strategic planning outlined in the formal documents. The four people intreviewed all had a good knowledge of the policies and strategies in the documents, they also described their work in accordance with these..

Social media, with its immense and continuous flow of information, has in recent years growntremendously in terms of users and content. This increase has led companies and organizations keen to be seen within these channels of communication, but do they always have a clear idea of how andwhy, and are they aware of the risks that are associated with it? Current research on social media is somewhat divided in two. The debate concerns, among other things, what value the information on social media has, and whether the media is really a good communication channel or not. This raises several questions, for example can a company really afford to remain outside of social media with allthe information it generates? This research aims at answering these questions in order to further understand how organizations discuss social media presence and strategies.

Purpose/aim: The purpose of this thesis is to examine if, and in that case how, the municipality of Umeå worked strategically with its communication during 2014 when Umeå was chosen as ?European Capital of Culture?. The research is mainly focused on the outlines of their communication plan, main goals, what  communication strategies the municipality has chosen to and their choice of media channels.Material/method: Two methods are used for this research; qualitative interviews with four employees within the communication team during Umeå2014 and a text analysis of three formal documents which provide the framework of communication policies and Media strategies during Umeå2014.Results: The results clearly indicate a well structured, strategic planning outlined in the formal documents. The four people intreviewed all had a good knowledge of the policies and strategies in the documents, they also described their work in accordance with these..

In this study, we have examined how Swedish tour operators are using social media as part of their marketing plan. Our purpose was to find out which strategies they use in the area of social marketing. The companies that were examined were Ving, Fritidsresor and Jambo tours, and the social network site that the research focused on was Facebook. The examination was conducted with a content analysis of the companies' Facebook pages and qualitative, structured interviews with the companies. The aim was to compare the various tour operators Facebook pages in order to get a broader overview of the companies marketing strategies.

Purpose/aim: The purpose of this thesis is to examine if, and in that case how, the municipality of Umeå worked strategically with its communication during 2014 when Umeå was chosen as ?European Capital of Culture?. The research is mainly focused on the outlines of their communication plan, main goals, what  communication strategies the municipality has chosen to and their choice of media channels.Material/method: Two methods are used for this research; qualitative interviews with four employees within the communication team during Umeå2014 and a text analysis of three formal documents which provide the framework of communication policies and Media strategies during Umeå2014.Results: The results clearly indicate a well structured, strategic planning outlined in the formal documents. The four people intreviewed all had a good knowledge of the policies and strategies in the documents, they also described their work in accordance with these..

A qualitative study of the Swedish Instagram account Kvinnohat´s framing of media criticism. The Instagram account Kvinnohat is an example when citizens with a feminist agenda participate in a public debate. With a critical point of view Kvinnohat approach society; which media is a part of. Social network with photo-sharing implement such as Instagram is a quite new type of social media. Instagram has quickly become a part of many peoples everyday life, especially among adolescents.

Social media today is a current topic, it has developed fast and continues to spread in a fast moving pace. Recent trends states that social media becomes more integrated into peoples personal lives. This essay deals with the subject area social media, focusing on the channel Instagram. The topic is chosen because of it´s popularity in today's digital communications landscape, and also keeping in mind that there is a great lack of previous studies on the subject. The purpose of this paper is to provide insights into how companies should handle images on the social media channel Instagram by testing two different strategies against each other.

Social media seem to offer a great possibility for environmental non-profit organizations to communicate with their members and audience, if the organization aims to build and maintain a relationship to the users of social media. This essay has examined how three environmental non-profil organizations are communicating in social media. To create an understanding of the organization?s communication strategies a netnographic approach was implemented..

The purpose of this paper was to investigate how some teachers interpret, teach and assess listening strategies. Our investigation was based on interviews and a questionnaire answered by some year 9 English teachers. Furthermore, the aim was to study whether awareness and teaching of listening strategies are important for teachers in their everyday practice. The results indicate that the teachers interpret listening strategies as purposes for listening, such as listening for detail or the whole. The teachers do not explicitly teach listening strategies, and they do not assess them.