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[{"key": "dc.contributor.author", "value": "Berg, Henri", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2014-07-25T10:29:07Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2014-07-25T10:29:07Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2014", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1439025", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/43912", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ty\u00f6ss\u00e4 tutkittiin suomalaisen yksityisen sektorin suuryritysten suhtautumista sosiaaliseen mediaan ja sosiaalisen median hy\u00f6dynt\u00e4mist\u00e4. Suhtautumisesta tutkittiin, millaista se on ja miten se on muuttunut viime vuosina. Hy\u00f6dynt\u00e4misest\u00e4 tutkittiin, millaisia k\u00e4ytt\u00f6tarkoituksia organisaatioilla on eri sosiaalisen median palveluille, millaisia tavoitteita k\u00e4yt\u00f6lle on asetettu ja millaisia s\u00e4\u00e4nt\u00f6j\u00e4, ohjeita tai rajoituksiao rganisaatioissa on sosiaalisen median k\u00e4yt\u00f6lle.\r\n\r\nTutkimus toteutettiin laadullisia menetelmi\u00e4 ja sis\u00e4ll\u00f6nanalyysej\u00e4 hy\u00f6dynt\u00e4en. Tutkimusmenetelm\u00e4n\u00e4 oli avoin teemahaastattelu ja aineisto hankittiin haastattelemalla kuutta yksityisen sektorin suuren organisaation tiedonantajaa. Tiedonantajat ty\u00f6skenteliv\u00e4t tutkimushetkell\u00e4 viestinn\u00e4n asiantuntijateht\u00e4viss\u00e4. Tutkimusaineiston analyysimenetelm\u00e4n\u00e4 k\u00e4ytettiin teemoittelua eli teema-analyysia.\r\n\r\nTutkimuksessa saatiin selville, ett\u00e4 suhtautuminen sosiaaliseen mediaan on suomalaisissa suuryrityksiss\u00e4 hyvin organisaatiokohtaista. Osa organisaatioista suhtautuu sosiaaliseen mediaan positiivisesti ja hy\u00f6dynt\u00e4\u00e4 sit\u00e4 monella tavalla omassa toiminnassaan. Osa vastaavasti suhtautuu sosiaaliseen mediaan ep\u00e4ilev\u00e4sti eik\u00e4 k\u00e4yt\u00e4 sit\u00e4 aktiivisesti. T\u00e4ss\u00e4 aineistossa positiivisesti sosiaaliseen mediaan suhtautuneet organisaatiot olivat aktiivisia\r\nsosiaalisen median k\u00e4ytt\u00e4ji\u00e4 ja ep\u00e4ilev\u00e4sti sosiaaliseen mediaan suhtautuneet passiivisia.\r\n\r\nPassiivisissa organisaatioissa sosiaalinen media koetaan ep\u00e4ilytt\u00e4v\u00e4n\u00e4 sen hallitsemattomuuden takia. Ep\u00e4ilyksi\u00e4 aiheuttaa my\u00f6s se, tuottavatko sosiaaliseen mediaan sijoitetut resurssit itsens\u00e4 takaisin. Aktiivisissa organisaatioissa uhkana koetaan se, ettei organisaatio ole l\u00e4sn\u00e4 sosiaalisessa mediassa ja vaikuttamassa julkiseen keskusteluun, jossa se on tahtomattaankin osallisena. Aktiivisissa organisaatioissa sosiaaliseen mediaan sijoitettiin resursseja riitt\u00e4v\u00e4sti, jotta sen ominaisuuksia ystyttiin hy\u00f6dynt\u00e4m\u00e4\u00e4n aktiivisesti.\r\n\r\nVaikuttaa silt\u00e4, ett\u00e4 organisaatio pystyy hy\u00f6dynt\u00e4m\u00e4\u00e4n sosiaalista mediaa laaja-alaisesti, mik\u00e4li organisaation viestint\u00e4 on strukturoitu yksityiskohtaisesti. T\u00e4ss\u00e4 aineistossa viestint\u00e4 oli tiedonantajien mukaan aktiivisissa organisaatioissa strukturoitu j\u00e4rjestelm\u00e4lliseksi osaksi organisaation kaikkea toimintaa ja viestint\u00e4\u00e4 ohjasi\r\nviestint\u00e4strategia. Passiivisissa organisaatioissa ei sen sijaan tiedonantajien mukaan ollut k\u00e4yt\u00f6ss\u00e4 viestint\u00e4strategiaa tai siin\u00e4 ei mainittu mit\u00e4\u00e4n sosiaalisesta mediasta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Henri Berg (hejuberg) on 2014-07-25 10:29:06.794048. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2014-07-25T10:29:07Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201407252258.pdf: 377731 bytes, checksum: 02e6211b9c2ae70ee3307c22b19980ea (MD5)\r\nlicense.html: 4833 bytes, checksum: 8048e3ab4148f70dac8989853b6add2e (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2014-07-25T10:29:07Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201407252258.pdf: 377731 bytes, checksum: 02e6211b9c2ae70ee3307c22b19980ea (MD5)\r\nlicense.html: 4833 bytes, checksum: 8048e3ab4148f70dac8989853b6add2e (MD5)\r\n Previous issue date: 2014", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (104 sivua)", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "facebook", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "organisaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "puheviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen media", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "twitter", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viestint\u00e4strategia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yksityinen sektori", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sosiaalisen median hy\u00f6dynt\u00e4minen suomalaisissa yksityisen sektorin suuryrityksiss\u00e4", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", 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