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Reputation and Reputation Management: Facebook
Pages 11 (2761 words)
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.
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. ...
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