I ett förhållande med Ving
En studie i relationsbyggande interaktion på Facebook
Purpose: Social media is a global phenomenon that has developed from an opportunity of contact between people, into a platform for contact between organizations and people. This essay aims to investigate the public relation strategies of one organization on a popular social network.The main question that this study aims to answer is how the travel agency Ving chooses to create and preserve relationships to the public on Facebook in order to maintain a good reputation. Asub-question explores whether any patterns exist in Ving?s approach of interaction with its stakeholders.Method/Material: This study consists of a quantitative content analysis in which the interaction between the organization and the audience has been studied. Posts published by the public as well as replications from Ving have been categorized and then analyzed using two analytical models. The collected material consists of 513 posts published by the public and 457 answers published by Ving. The 56 posts that remained unanswered by Ving were also categorized and analyzed.Main results: One of the main findings of this study shows that Ving has a high frequency of responding to to their publics on their Facebook page. 89 % of the published posts have been responded by Ving with an informative answer and an answer that calls for further contact,suggesting that a will of Ving to interact with its followers and create a long-lasting and sustainable relationships will lead Ving to good relations among the followers. Good relationships creates a good reputation.