During the recent years social media has become the main communication- and information channel for young people and it is through these media that they communicate with their friends and family and gather information. Twitter and Facebook are especially popular within this target group. In 2012 the Danish Police Force joined the social networks Twitter and Facebook. The main purpose was to reach the young Danes and to improve the Police’s image by being a more modern organization. The Danish Police feels they need to be where the young people are to better communicate with them and have therefore expanded their communication channels to use the web 2.0 media Facebook and Twitter. The purpose of this thesis is to conduct an analysis of the Danish Police’s communication on social media and how this communication affects the dialogue and the relationship between the Danish Police and the young Danes. The theoretical framework used for the analysis is branding, where we apply storytelling and rhetoric to analyze the Danish Police’s social media communication. We have chosen to look at the Police’s Facebook updates and tweets as small stories, which all together makes up the corporate story of the Danish Police. We conducted two focus groups interviews with the aim of getting an understanding of young people’s opinion about the Police, and about their Facebook updates and tweets. We find it interesting that the Danish Police Force now communicate through Facebook and Twitter to reach the young Danish population as the communication channel is new for the Police force and because they are entering new platforms where the stream of communication is different than the classic communication channels. The main findings of the analysis are that there is a big difference in which kinds of Danish Police’s stories the young people found positive. In particular, “The Good Story” and service updates are positive stories for the Police and these can make their ethos more positive in the eyes of the young Danes. Furthermore, the analysis and the conduction of the focus groups showed that there are very different opinions about the use of the language and humor in both Facebook updates and tweets, and about what kind of information is appropriate from the Police. All in all, the results of the analysis show that the dialogue and the relation between the young people and the Danish Police can be influenced to be more positive and negative. In conclusion, this analysis has the outcome that the Danish Police can use the social media Facebook and Twitter to communicate successfully with the young Danes. However, they have to be aware of the limitations of communicating as an authority on the two social channels. In the long run, the communication with the young people in Denmark can improve the Danish Police’s image and reputation if they are constantly aware of how the young Danes’ communicate through these media and make sure to fit into the communication patterns that the users have with their social media network, family and friends.
|Educations||MSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis|
|Number of pages||208|