Twitter as a communication tool for executives

This is a study on the use of Twitter by previous CEO of HP Norway, Anita Krohn Traaseth, and previous head of HR, Yvonne Fosser. The research question asks whether their use of Twitter has had an effect on their company, their employees and themselves, during the period of Fall 2012 to Fall 2014. I have conducted a content analysis of tweets posted by the two executives, in addition to interviews with 13 employees and the two executives themselves. The findings are numerous, but a brief summary indicates that the effect of Twitter on the company is that they became more visible, which resulted in more job applications, invitations to universities etc. It has not had an effect on the work of their employees, other than that they noticed the visibility in both positive and negative ways. Half of the employees find it very positive that HP Norway have become more well known, and the other half are skeptical and negative because they are afraid of the reputation of their work place. The probably biggest effect of Twitter is on the executives themselves, because they have broadened their networks and gotten access to people and ideas they would normally not get access to. However, they have tried to use this in favor of their company and employees