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4.2.2 Interview with Sarah Larsson Bernhardt This section will present the data from the interview with Sarah Larsson Bernhardt. Each questions from the interview guide (shown as an appendix) has been answered and the data presentation will have the same structure as the interview guide. First question Sarah was asked was if she could describe her job and her answer were that she works as a digital PR and social media strategist at Knowit DCG, as well as one of two founders of the concept ”Social By Default”. Her work assignments are to helps companies and organizations to understand the digital media landscape and how they should built their brand on digital and social channels. Sarah looks to the entire company’s digital ecosphere but mainly social media. Sarah helps them with everything from overall strategies concerning digital strategies, channel strategies and communication strategies, to operative coaching when it comes to the content – tonality, visual and textual appearance and identification of target groups and their needs. Sarah also teaches and has lectures about digital branding and digital trends at Berghs School of Communication [in Stockholm]. The following question Sarah was asked was which types of marketing and social media she works with. Her answer was when it comes to companies and organizations she helps big international B2B-companies to pure B2C-companies, non-profit organizations and state-owned companies. All sizes and all industries and every company and organizations have their own challenges. One thing they all have in common is that they need to work on their presence and communication by their target groups, their needs and behaviour online. Then from that choose channels, content and tonality depending on the channel and context the channel’s target group expects to meet the company. She told us that overall it is very little that is happening now when it comes to new networks and platforms in social media. Instead there is a development and transformation among the existing social media channels – where every channel finds its own role and social target group. 32PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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