Everything is visible in the analysis tools : A qualitative interview study on how swedish local newspapers reach their audience on social media.

This study investigates local Swedish newspapers and how they reach their public on social media. In this study, the method that is used is a qualitative interview study, presented in a thematic analysis. This study investigates how different local newspapers value the news on social media. Today, different news values have occurred because of social media and there are tools to use in social media to find your public. This study came to the conclusion that, the local Swedish newspapers use audience metrics in social media to find information about the public. The study also came to the conclusion that the news value process on social media on local Swedish newspapers, are largely based on who the public is. The social media editors do have a certain target group on the different platforms that they want to reach. They use tools in social media to see who the target group is, and how many views and shares the posts receive. Based on the analysis, the newspapers choose which news to post and on which platform, depending on the target group. The results in this study also found that it is important to keep a relationship with the public by using comments on social media and having interaction. To reach the public, the editors on the newspapers publish posts and short videos on social media that fit the different target groups on the platforms. The editors value their news by choosing breaking news to almost all their channels on social media. They choose soft news to Instagram and TikTok and news for a young public. In the news value process, it is also important to present the news in an accessible way by making it easy for the public to understand.