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Syns du, finns du?: - En studie över användningen av SEO, PPC och sociala medier som strategiska kommunikationsverktyg i svenska företag
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The web’s technological development as a communication channel has changed the

conditions for communication between companies and their publics. Visibility and

interactivity on the web is becoming increasingly important and revolves around

appearance on search engines and being available in appropriate environments.

Communication tools such as search engine optimization, sponsored links and social

media can be used to achieve this. We conducted this thesis in collaboration with

Guava Sweden.

 

The purpose of this study was to investigate the use of the three communication tools.

We aim to contribute new knowledge in an area where weaknesses are identified from

a research perspective as well as from the industry point of view. A final hope is to

examine the implications of our results, regarding research in strategic

communications. We chose to refer to the following problem: To what extent is the

usage of SEO, PPC and Social Media and what distinguishes their use? To achieve our

purpose, we decided to make a quantitative digital survey and completed the study

with qualitative elements through interviews.

 

Our conclusion from this study is that, despite some current problems, the future of

SEO, PPC and social media looks bright. The more knowledge acquired in these areas

the more attention can be paid to the benefits of the tools. We believe that a synergy

effect can be accomplished by integrating SEO, PPC and social media. Being visible is

not enough; companies need to prove that they exist through interactivity.

Place, publisher, year, edition, pages
2010.
Keywords [en]
Strategic communication, digital communication, search engine marketing, search engine optimization, sponsored links, social media, web 2.0.
Keywords [sv]
Strategisk kommunikation, digital kommunikation, sökmotormarknadsföring, sökmotoroptimering, sponsrade länkar, sociala medier
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-6194OAI: oai:DiVA.org:lnu-6194DiVA, id: diva2:324558
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-06-22 Created: 2010-06-15 Last updated: 2010-06-22Bibliographically approved

Open Access in DiVA

Syns du, finns du?(631 kB)250 downloads
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3f1bae18529e168e076c15d64b11cc490f68eb273fee2f3532c181c838484577ba8e782f1b6b3607f4f049a2ca1e750464f17de789fb83ee21eae15ae727cdc6
Type tocMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf