Facebook gives people who are interested in expressing themselves on the internet a new opportunity. Danish municipalities have noticed this tendency and now see an additional communication tool to involve and listen to their citizens. Only a few municipalities have integrated Facebook in their communication strategies, and a new report from KL(Kommunernes Landsforening) show positive results. 78 percent of those who responded to KL’s questionnaire were either “very satisfied” or “satisfied” with these Facebook pages. This paper examines the official Facebook page of Albertslund Municipality and the reasons why there is such low useractivity. Semi-structured interviews and an online survey is the papers main empirical work. This knowledge is combined with the theories of Preben Sepstrup and Everett Rogers to form an analysis that defines a target group for the Facebook page. Thereafter it identifies and addresses the problems of the low user-activity of Albertslund municipality’s official Facebook page. The analysis leads us to a discussion of mass communication and the sender’s role. The paper concludes that Albertslund did not structure or plan the Facebook page’s objectives, and therefore had difficulties reaching and involving a target group.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||14 jan. 2013|
|Vejledere||Henriette Bernhoff Lungholt|