This study concerns how organizations, with limited economic resources, communicate through the social media; Facebook. Based on a cooperation with the organization ‘Fairtrade Mærket’ the study group wishes to develop a communication strategy, with the intention of increasing the organization's user engagement. The project group will address Fairtrade Mærket's desire to achieve a Fairtrade-movement in 2020, consisting of young Fairtrade-activists. This will be achieved by working with the hypothesis that a combination of network theory and strategic communication tools will constitute an optimal communication strategy. Facebook is a platform in which we gather our entire network. In light of this, the distance from us to public figures decreases every day, and these previous 'authorities' are becoming easier to meet at eye level. By including the network theory of 'Multi-step flow of communication' by Duncan Watts and Peter Dodds, we can conclude that opinion leaders can appear on more levels than before. This enables Facebook pages with a large number of followers to appear as opinion leaders, thereby making them capable of great influence. This statement will be one of the main arguments for our final communication strategy.
|Uddannelser||Basis - Humanistisk-Teknologisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||17 dec. 2014|
- Social Media
- Opinion leaders