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Reputation and Reputation Management: Facebook - Assignment Example

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Reputation and Reputation Management: Facebook

Additionally, these technologies have made it possible for an organization’s customers to communicate amongst themselves (Barker & Roberts, 2010, pp.23-27). This mode of communication is referred to as electronic word of mouth (eWOM) and covers chatter conveyed through social media platforms like Twitter, Facebook, and MySpace, among others. However insignificant it may seem; customers chatter, especially over highly influential platforms like Facebook, has far reaching effects on a company’s reputation and could either impact it positively or negatively. According to Chaffey (2011, p.39), this potent impact of eWOM could translate into positive or negative business performance, hence explaining the increased demand for companies’ Online Reputation Management (OMR). This paper seeks to explore the prevailing ORM practices from a marketing or management perspective. The study achieves this by evaluating the extent to which firms comprehend and implement ORM practices, with particular interest in Facebook. The study also evaluates the impact of these ORM practices on marketing principles and strategies, eventually recommending a simple ORM model that a firm can use, in order to foster best marketing guidelines and outcomes. Online Reputation Management trends Management of reputation in the contemporary economic environment is increasingly becoming complex, owing to the constantly varying online environment, coupled with elevated customer dynamism. In conventional reputation management, a company was simply required to monitor the public’s perceptions about its performance or practices, and then attempt to close the gap prevailing between reality and perception. This would further guarantee the respective firm an opportunity to select its target audience, thus giving it competitive advantage over rivals. In contemporary reputation management, monitoring public perceptions is just a small portion of a company’s overall responsibility. This is because a modern company has to relentlessly pay close attention to internet users that are affiliated to social media platforms like Facebook (Chaffey, 2011, pp. 42-46). Online users are capable of launching campaigns against an entire company or its products. Simply equipped with a computer or internet enabled phone and a personal opinion, an online user can instantaneously change an organization’s reputation for the worst by conveying misinformed information either intentionally or accidentally. For instance, a registered Facebook user may post a negative comment about a company and several likes draw the attention of other users who read the background story, only to enhance the backlash. An excellent example is that of Wal-Mart, a renowned retail giant, which at one point decided to partner up with bloggers with the aim of building its reputation. The bloggers, posing as independent individuals were supposed to go around the retail mall’s outlets and interact with employees. However, they just posted exceedingly positive remarks and it was discovered that they were actually not as autonomous as conveyed earlier, since they were being paid by the firm. This prompted a heated Facebook backlash against the company, with users posting remarks like “Wal-Mart sucks” among others. This incident further deteriorated the organization’s already poor reputation; an aspect attributable to dishonesty of the company and disrespect for its online customers. The other company that recently suffered a negative reputation impact from Facebook users’ ...Show more


The current digital age has not only extended companies’ market channels, but also provided the organizations’ promoters and marketers with a wide array of new methods to correspond with customers…
Author : greeneaston
Reputation and Reputation Management: Facebook essay example
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