The purpose of this thesis has been to explore how Danish companies are using Twitter. This media platform is starting to break through in Denmark, which makes it appealing to explore further. With Twitter comes along very different ways of handling the media and some of them are good, where as some are not. Which is why I have the hypothesis that:
Companies do not know, what they are about to embark on, when they choose to use Twitter, which is why they forget their audience
I would like to explore this by starting with the following research question:

How do Danish companies communicate on Twitter, researched and analysed through a further development of Lisbeth Thorlacius’ model

To understand this furthermore, I have enclosed two sub-questions, they are:

How is Twitter used by Danish companies now, and how do they start and continue dialogues between sender and audience?
How are critical questions and opinions handled by the company?

To answer the above hypothesis and questions, I have chosen to explore the field by going to the event Social Media Week Copenhagen, which gave me an insight into the business as it is handled now. I also used time gathering virtual ethnography, while being on Twitter. The virtual ethnography is partly inspired by Christine Hine and danah boyd, who both has given some guidelines as to how, it should be done. I have also developed my own model, as stated in my research question, on the basis of Lisbeth Thorlacius’ model for communication on websites, only I have modified it a little bit to suit Twitter and its dynamic dialogues. I have also included more literature to the model which I thought were missing if I were to use it for Twitter. Amongst others I have been influenced by James C. McCrosky, Li Bernoff, Martin Heidegger and K.E. Løgstrup.
After the model was finished and modified with more theoretical perspectives, I choose to try it out by exploring cases I have found around Twitter. Using my model, gave me a greater perspective on, what companies do on Twitter, and how they address critical questions.