UNICEF Finland replied to your comment - how do you see them now? : Facebook commenting in building social media capital

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http://urn.fi/URN:NBN:fi:hulib-202106162899
Title: UNICEF Finland replied to your comment - how do you see them now? : Facebook commenting in building social media capital
Author: Niskanen, Mika
Other contributor: Helsingin yliopisto, Valtiotieteellinen tiedekunta
University of Helsinki, Faculty of Social Sciences
Helsingfors universitet, Statsvetenskapliga fakulteten
Publisher: Helsingin yliopisto
Date: 2021
Language: eng
URI: http://urn.fi/URN:NBN:fi:hulib-202106162899
http://hdl.handle.net/10138/331321
Thesis level: master's thesis
Degree program: Globaalin politiikan ja kommunikaation maisteriohjelma
Master's Programme in Global Politics and Communication
Magisterprogrammet i global politik och kommunikation
Specialisation: Governance, Organizations and Communication
Governance, Organizations and Communication
Governance, Organizations and Communication
Abstract: UNICEF Finland has an extraordinary habit. The organization replies or reacts to every comment they receive on Facebook. This thesis is a case study that examines the impact of UNICEF Finland’s dialogic communication style. The impact is examined through the concept of social media capital that is seen as the stock of social media-based faith-holders. Faith-holders refer to stakeholders who trust, like and support an organization. Social media capital can be acquired via communication actions that builds trust and increases frequency of contact. Social media capital can be directly expended or converted to other capitals, such as donations. Two methods were conducted: interview with UNICEF Finland’s digital producer Petteri Numminen and an online survey with 40 viable respondents. The interview aimed to distinguish how UNICEF Finland utilizes dialogic communications and for what reasons. The online survey was conducted to examine the commenting style’s impact on trust and behaviour among stakeholders. The survey included several multiple choice and open-ended questions and a Likert-scale with 20 items. The results imply that UNICEF Finland’s commenting tactic is linked to the acquisition of social media capital. The interview shows that UNICEF Finland utilizes a dialogic communication style to build social media capital among other objectives. Results of the online survey are remarkably positive: respondents indicate that UNICEF Finland’s commenting tactic builds trust, increases frequency of contact and encourages behaviour that is beneficial for the organization. The results need to be approached with some caution: the respondent group held highly positive approach to UNICEF Finland. Furthermore, the commenting tactic is only one part of UNICEF Finland’s presence on social media; it is difficult to understand or review its standalone role. This thesis adds to the literature by developing the concept of social media capital and investigating the impact of dialogic communication on organization’s stakeholders. The concept of social media capital is seen practical – it is highly recommended that the concept is developed and studied further.
Subject: social media
social media capital
NGOs
platformed interaction
dialogic communication


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