Facebook som kampagneplatform - Retningslinjer til før og efter shitstormen rammer

Katrine Larsson Zachariassen & Josefine Haugaard

Studenteropgave: Speciale


Today, it is more often the rule than the exception that companies are present on Face- book, where they can enter into dialogue with the consumers, who have the opportunity to interact on the companies’ Facebook pages. However, we often see that companies get out on thin ice and end up in so-called shitstorms. One can wonder why Facebook experts and ad- mins do not know better. Shouldn’t they have learned by now how to avoid these shitstorms, which we see examples of over and over again? What exactly is it about the media Facebook that often makes itw end badly? At the same time one can wonder what aspects of the cam- paign management the sender cannot predict. Our master thesis provides a number of guidelines, which are aimed at companies, organi- zations and NGOs that wish to make campaigns on Facebook. The guidelines can assist in managing campaigns with sensitive subjects before and after they have ended up in a shit- storm. In order to make the best possible and most efficient guidelines, we find it necessary to thoroughly study a campaign on Facebook. We have chosen the campaign ‘Hjælp Nu!’ (Help Now!), which DR and TV2 launched in collaboration with 12 different charities. A large part of the campaign commuwnication took place on Facebook, where they also experienced a shit- storm. Our empirical data consists of three parts: 1) introductory interviews with three social media experts, 2) interviews with social media managers at DR and TV2, and 3) a thorough review of all Facebook campaign material under the course of the campaign on DR and TV2’s Facebook pages. Our analysis is divided into two parts, where the first one is an empirical, descriptive analysis of all the campaign elements on Facebook. Next, the second part of the analysis is theoreti- cally and empirically grounded, where we make a detailed relations analysis with its offset in comment tracks. We find it relevant to look closer at the relation between sender and receiver as well as between receiver and receiver, based on the mentioned comment tracks. This gives us a better insight of the conditions and challenges that are evident on a media like Facebook. In our discussion we discuss the methods that DR and TV2 make use of during the ‘Hjælp Nu!’ campaign on Facebook, enabling us to present a number of practical guidelines. Finally, we discuss the strengths and weaknesses of using Facebook as a platform for campaign commu- nication as well as the risks that companies are willing to take if they choose Facebook as the platform for their campaigns.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 jan. 2016
VejledereSine Carlsen


  • TV2
  • Sociale meider
  • Hjælp Nu
  • Relationer
  • Retningslinjer
  • Tribe
  • Facebook
  • DR
  • Facebook-bruger
  • eWOM
  • Textrovert