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  • 1.
    Jansson, Nicklas
    et al.
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Allard, Gustav
    University of Gävle, Faculty of Education and Business Studies, Department of Humanities, Media and communication studies.
    Kommunikatörens strategiska roll i SHL: En kvalitativ studie om Svenska Hockeyligan och strategisk kommunikation med inriktning på sociala medier2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study examines how communication officers work with strategic communication within the highest tier of the Swedish ice hockey league (SHL). We look into the communicator’s role within the organization. This essay also focuses on social media and how the communicators work with the opportunities that social media brings to the clubs. The purpose of the essay is therefore to examine how the communicators work with strategic communication and to create an understanding of the communicator’s role within the organization.           To reach a result we conducted qualitative interviews with communicators who are employed by the different clubs that made up the SHL during the season 2016-2017.  All communicators who were interviewed all had in common that they were responsible for their clubs social media use.           Results show that the communicators work with social media strategically to improve their trademark. These strategies are divided between different social mediums to reach different target groups. Another finding showed that communicators expressed a desire to have more people employed working with communication. This would give the communicators the opportunity to focus on fewer mediums which would result in better communication and a higher quality of the material that is produced.

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