| Summary: | The purpose of our study is to see how an organization, and also a administrative authority, communicates by using social media. The organization in this case is the Swedish Police, because of their paradoxical problem with confidentiality versus openness and transparency. The Police has over a hundred Facebook-accounts, where they try to have a open dialogue with their publics without breaking the law of secrecy. Our general purpose of the study is also to see what the pros and cons are of having a own media channel, instead of the traditional media and their often anticipation twists. The result of the study showed that the three different police precincts, which we investigated in our essay, are working in three different ways. The gap may affect their overall reputation and trust gained by their publics. Both traditional media and social media often occur to the administrative authorities, and the police are working hard on maintaining the truth, before the publics create their own trueness. So far they’re not using Facebooks fully potential as a network of dialogues, and the gap between different police precincts are way to deep for them to fully functional as one authority. But on the positive side, all of them are working in the same direction, which may help them to become more alike in their communication.
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