40. The Power of Social Media and Its Infl uence on Corporate Reputation

  1. Craig E. Carroll PhD
  1. Tina McCorkindale PhD1 and
  2. Marcia W. Distaso PhD2

Published Online: 4 APR 2013

DOI: 10.1002/9781118335529.ch40

The Handbook of Communication and Corporate Reputation

The Handbook of Communication and Corporate Reputation

How to Cite

McCorkindale, T. and Distaso, M. W. (2013) The Power of Social Media and Its Infl uence on Corporate Reputation, in The Handbook of Communication and Corporate Reputation (ed C. E. Carroll), Blackwell Publishing Ltd., Oxford, UK. doi: 10.1002/9781118335529.ch40

Editor Information

  1. The University of Texas, Austin, USA

Author Information

  1. 1

    Appalachian State University, USA

  2. 2

    Pennsylvania State University, USA

Publication History

  1. Published Online: 4 APR 2013
  2. Published Print: 3 JUN 2013

ISBN Information

Print ISBN: 9780470670989

Online ISBN: 9781118335529

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Keywords:

  • corporate reputation;
  • decision making;
  • engagement;
  • social media;
  • transparency;
  • trust

Summary

Social media has had a tremendous impact on corporate reputation as organizations are investing more time, money, and resources into engaging and managing relationships with various stakeholders. As evidenced in numerous case studies, a reputation can be damaged in a matter of minutes, thanks to the community nature and rapid speed of information dissemination on social media. With this comes added opportunities and challenges for companies, and the biggest of both is corporate reputation. This chapter explores facets of corporate reputation as it impacts social media such as trust, transparency and engagement. It also discusses how organizations are measuring and monitoring social media accounts to draw insights that influence decision making. Finally, best and worst practices of various social media tools, including blogs, wikis, microblogs, social networking sites, and video-sharing sites, are included.