Title: Social media as a communication tool - A case study on social media influence

corporate culture

Level: Final assignment for Bachelor degree in Business and Economics

Author: Jessika Klintsbacka & Oskar Berge

Supervisor: Pär Vilhelmsson, Ernst Hollander & Maria Fregidou-Malama

Date: 2014-06-13

Purpose of Study: The aim of this study is to inquire into Swedish companies internal

communication, their approach to social media as an internal communications tool, and if it

affects the corporate culture.

Method: The study is a multiple case study with a qualitative research design. The study's

interview questions were designed by a operationalization of based on theory in the areas of

internal communication, corporate culture and social media. The interviews took place in

April 2014. The interviews were recorded and then analyzed to bring out the similarities and

differences between the companies.

Results & Conclusion: The study shows that Swedish companies corporate cultures have

connections with internal communication, and implementation of social media as a

communications tool. The study found that connections to companies with a comprehensive

one-way positive consider social media as alternative communication tool to strengthen the

unity and community within the company.

Suggestion for further research: One of the study's three companies is owner-led and this

company showed a high level of corporate culture. Further research should examine whether

there is a relationship between corporate culture and internal communication on the ownermanaged

business. The study also finds that further researched can study the extent to which 

an implementation of social media had an impact on the company's internal communication

and corporate culture, before and after the implementation.

Contribution of the thesis: The study's contribution is to show the context of social media as

an internal communications tool and if it has a connection with the culture that is identified in

the company. This is to show the possibilities that social media has internally to increase

cohesion and information dissemination. Also, to show the benefits that a company can get by

implementing social media as an internal tool and not just in an external purpose.

Key Words: Internal communication, organizational culture & Social media