Sociala medier ? strategier,möjligheter och risker
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. This research suggests that the presence on social media is primarily based on two factors. It is partly to be seen by the audience you as a company want to attract, and partly about encountering the communicationalready taking place in these channels and to open up a dialogue. Social media is a very effective communication channel and a company should in most cases be seen there. However, it is important to have a clear purpose about the presence and about what should be communicated. People talkabout companies whether the company itself is involved in the dialogue or not, you cannot determine what to be said in these channels, but you can develop strategies to influence it.