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Social Media Reputation, Corporate Reputation: Social Media Risks on Corporate Reputation and Precautions

Social Media Reputation, Corporate Reputation: Social Media Risks on Corporate Reputation and Precautions

Kevser Zeynep Meral (İstanbul Bahçeşehir University, Turkey)
Copyright: © 2022 |Pages: 26
DOI: 10.4018/978-1-7998-9790-3.ch014
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Abstract

Corporates create and protect their corporate reputation and identities through social media. At the same time, they use internal (like meeting with zoom) and external communication methods via social media along with marketing through social media. However, they face the risk of destroying their corporate reputation via social media. Social media and social media platforms such as Facebook, Instagram, Twitter, etc. have become essential communication tools with the customers and affect corporates' reputation as well. This study aims to explain the role and risks of social media on the corporate reputations via literature review. Results show that institutions need to know how to use social media tools very well in order to create and protect their reputation. Corporates need managers and social media specialists who know how to use social media and how to avoid the potential risks of social media.
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Social Media

Social media enables online interaction via platforms where contents are created by users on real time among participants (Dwivedi, Kapoor and Chen, 2015). The real time created contents are very important for organizations as results of Cone Communications about consumers show that four out of five consumers stated that they changed their purchasing decision when they saw negative news about a product on the internet, and 89% of consumers stated that they found internet sources reliable to get information about products. On the other hand, 59% of consumers stated that they prefer to read online product reviews because they can be reached very easily from their mobile phones. When all these data are evaluated, it is seen that the reputation of institutions in the online world has a great impact on consumers (Cone Communications, 2011). As an important factor which affects consumers decisions, along with organizations, scholars are focusing on social media relationships via social media as well. According to Harrigan et.al (2020) major brands all over the world are active in social media. Some of the leader brands followers numbers are:

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    GoPro (@gopro) with 18.6 million Instagram, 10.9 million Facebook, and 2.1 million Twitter followers.

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    Nike with 184 million Instagram, 36.4 million Facebook, and 8.8 million Twitter followers.

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    Spotify with 7,3 million Instagram followers,

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    Starbucks with 17.8 million Instagram, 35 million Facebook, 10.9 million Twitter followers.

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    National Geographic with 195 million Instagram, 49.2 million Facebook, 26.6 million Twitter followers

Although number of followers is one of the important measures for success, another measure is the engagement rate, of which a post receives actions for examples sharing, comments and likes which is related with the organizations followers in social media (Hootsuite, 2020).

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