Sociala medier som kommunikationsverktyg
En fallstudie om hur sociala medier påverkar företagskulturen
Title: Social media as a communication tool - A case study on social media influencecorporate cultureLevel: Final assignment for Bachelor degree in Business and EconomicsAuthor: Jessika Klintsbacka & Oskar BergeSupervisor: Pär Vilhelmsson, Ernst Hollander & Maria Fregidou-MalamaDate: 2014-06-13Purpose of Study: The aim of this study is to inquire into Swedish companies internalcommunication, their approach to social media as an internal communications tool, and if itaffects the corporate culture.Method: The study is a multiple case study with a qualitative research design. The study'sinterview questions were designed by a operationalization of based on theory in the areas ofinternal communication, corporate culture and social media. The interviews took place inApril 2014. The interviews were recorded and then analyzed to bring out the similarities anddifferences between the companies.Results & Conclusion: The study shows that Swedish companies corporate cultures haveconnections with internal communication, and implementation of social media as acommunications tool. The study found that connections to companies with a comprehensiveone-way positive consider social media as alternative communication tool to strengthen theunity and community within the company.Suggestion for further research: One of the study's three companies is owner-led and thiscompany showed a high level of corporate culture. Further research should examine whetherthere is a relationship between corporate culture and internal communication on the ownermanagedbusiness. The study also finds that further researched can study the extent to which an implementation of social media had an impact on the company's internal communicationand corporate culture, before and after the implementation.Contribution of the thesis: The study's contribution is to show the context of social media asan internal communications tool and if it has a connection with the culture that is identified inthe company. This is to show the possibilities that social media has internally to increasecohesion and information dissemination. Also, to show the benefits that a company can get byimplementing social media as an internal tool and not just in an external purpose.Key Words: Internal communication, organizational culture & Social media