Welcome to the InfoSci Platform
Managing Corporate Reputation through Social Media

Managing Corporate Reputation through Social Media

Asha Kaul, Avani Desai
Copyright: © 2016 |Pages: 17
ISBN13: 9781522503323|ISBN10: 1522503323|EISBN13: 9781522503330
DOI: 10.4018/978-1-5225-0332-3.ch003
Cite Chapter Cite Chapter

MLA

Kaul, Asha, and Avani Desai. "Managing Corporate Reputation through Social Media." Managing Public Relations and Brand Image through Social Media, edited by Anurag Singh and Punita Duhan, IGI Global, 2016, pp. 30-46. https://doi.org/10.4018/978-1-5225-0332-3.ch003

APA

Kaul, A. & Desai, A. (2016). Managing Corporate Reputation through Social Media. In A. Singh & P. Duhan (Eds.), Managing Public Relations and Brand Image through Social Media (pp. 30-46). IGI Global. https://doi.org/10.4018/978-1-5225-0332-3.ch003

Chicago

Kaul, Asha, and Avani Desai. "Managing Corporate Reputation through Social Media." In Managing Public Relations and Brand Image through Social Media, edited by Anurag Singh and Punita Duhan, 30-46. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0332-3.ch003

Export Reference

Mendeley
Favorite

Abstract

The primary objective of this chapter is to highlight how social media can be used to strengthen stakeholders' relationships and build social capital for the organization, thereby enabling the organization to build, manage and sustain CR. The chapter begins with a brief overview of existing thought, approaches and terminology related to CR and proceeds to identify the interactions of each stakeholder with the organization through social media. The tenability of various forms of social media as viral videos, blogs, forums and micro blogging websites in furthering CR and the extent of their effectiveness are examined using cases derived from secondary data. Further, the chapter discusses methods of measuring the success of an organization's social media initiatives using different techniques and strategies for restoring reputation post a crisis by using social media. Finally, the chapter demonstrates a systematic process of strategizing and planning CR using social media and creating organizational infrastructure to achieve this end.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.