The role and importance of social media in reputation management

The concept of reputation is defined as important and vital for the corporations and individuals. Positive reputation refers to the result of communication activities planned by using right communication channels. As a result of the developments in Internet and information technology, communication has transformed into digital. Social media, as an output of communication which has become mobile, is indicated as an important tool to be used in both individual and corporate manner. It is observed that social media is being used by the corporations as a common communication platform which has power to change the perception of corporation. As a result of these changes, the requirement of reviewing the role and importance of social media in corporate reputation has emerged. Therefore, it has become obligatory to determine how the reputation is being managed and, will be managed hereafter. It is asserted that the percepton of corporate reputation is being shaped in positive and negative manner by the messages emerged through the existing communication tools in social media. Even though the corporations and individuals do not get involved to social media, they are affected by this dynamic environment in various ways.