Porsgrunn kommune "likes" Facebook : en studie om bruk av sosiale medier i kommunal sektor
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Facebook has until recently been used by private individuals rather than governmental organizations. Figures from Difi (Agency for Public Management and eGovernment) says that Facebook has 2,5 millions Norwegian members per 01.2012. This study will explore what are the factors that come into play, when Porsgrunn municipality adopt Facebook to improve inhabitants' dialogue, their cooperation and democratic development. Current research shows that the participation of inhabitants, is very important for the municipality if they want to succeed in their use of Facebook. Even more importantly is the municipality´s will to listen, participate and encourage inhabitants to participate in the ongoing Facebook activities. As a result of globalization and technological innovations, the inhabitants developt an information need, even on digital communications arenas. This study also sheds light on system theory, which points to the possibility for the municipality to practicing two-way symmetrical communication, rather than the two-way asymmetric, by using Facebook. The result indicates that the use of Facebook is related to a number of social variables, including age, employment, personals interests and level of education. Generally, the responsibility for the municipality´s Facebook activities were divided into several departments, with various knowledge and expertise among the employees. The municipality primarily uses Facebook as an information channel rather than to promote dialogue. Primarily, Facebook is introduced as a result of a trend. The surroundings and the inhabitants of municipality seems to lie ahead of the municipality in the development and integration of digital communication tools, and has developed a need that the municipality does not seem to satisfy. The municipality is skeptical about the feedback provided on Facebook, which results in a negative effect on the intended dialogue. This is because the dialogue is driven by the fact that both parties are acting responsive and cooperative, which the municipality does not do. More knowledge is needed on the potential value of introducing Facebook to be able to utilize the potential and further develop services provided through Facebook. The understanding of the direct high and close relationship between the mayor and the citizens seemed to be an important reason, as to way the mayor succeeded in his use of Facebook, to promote political dialogue. The mayor himself has knowledge about the possibilities for reputation management - and building relationships through Facebook, which can be crucial to his political reputation. The municipality is currently focusing on their strategic use on Facebook, and the awareness of the policy - and information security challenges by integrating Facebook as a part of their communication strategy.
Masteroppgave i samfunnskommunikasjon- Universitetet i Agder 2012