Kommuner på Facebook : En kvantitativ innehållsanalys av interaktionen mellan kommuner och deras följare på Facebook.

• Main Authors: Kevin, Jonathan, Söderqvist, Ulrica
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Institutionen för medier och journalistik (MJ) 2016
• Subjects: Municipalities; Facebook; interaction; engagement; quantitative content analysis
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53045

The insufficient amout of research regarding social media use in municipalities was in part why this study was conducted. This study examined how Swedish municipalities interact with its followers through Facebook’s different post types to create engagement. Grunigs excellence theory stood as the base for the theoretical framework. The method used was a quantitative content analysis. Data was collected from 30 different municipalities’ Facebook pages. The study found that municipalities use Facebook to engage their citizens in some ways more than others and that municipalities, in some regards, do not use Facebook to its full potential. To reach the various ways of engagement, municipalities need to be aware of how to achieve that. Such as what format best suits the engagement that the municipalities wish to achieve. Posting a larger variation of formats should be implemented in order to take advantage of all the benefits that the different formats provide.