| Summary: | Purpose: To explain how some of the local TV stations of Swedish Television relate to the rules of public service when using social media. Method: This essay is written by a qualitative method and is the result of interviews with eight respondents from four different editorial offices in Sweden: SVT Väst, SVT Skåne, SVT Västernorrland and SVT Västmanland. After having interviewed the respondents and read relevant literature, we could draw conclusions and discuss how the editorial offices deal with the contract of public service while being on social media. Main results: Our results showed that the difference between commercial media and public service media is getting smaller. It’s important for the editorial offices of the local TV stations to use social media as a platform for their news, even though there are commercial ads on Facebook, for instance. It’s also important for them to be where the public is, although it’s on a commercial digital platform as Facebook or Twitter. We also found that the rules of public service may be changed in a near future. The bigger editorial offices want to get viewers by having sensational headlines, whereas the smaller ones focus on the relationship with the public.
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