Corporate Communication Through Social Media: Strategies for Managing Reputation

Social media are rapidly and dramatically transforming the communication landscape. They are purported to provide reputational benefits by promoting transparency and enhancing possibilities for stakeholder engagement. However, they also present reputational risks by exposing organizations to new types of crises, stakeholder criticism, and digital activism.

This textbook provides a comprehensive look at social-mediated developments in corporate and organizational communication and examines the consequent implications for reputation management.

The book takes a grounded approach in bringing together perspectives from communication and management and from scholarship and practice. It helps the reader make sense of digitalization in corporate communication and its consequences for organization–stakeholder relationships, trust, engagement, leadership, and reputation. Covering a wide spectrum of topics such as branding, consumer engagement, employee relations, crisis communication, corporate responsibility and sustainability, and the return on investment (ROI), the book maps key changes in the evolving communication landscape, with an understanding of the strategic benefits and challenges for corporate reputation.Contents: Preface. 1. The New Anthem for Open Source Branding: Paradox of gaining resonance and ceding control. 2. On – Demand Marketing: Social Selling, Customer Engagement and Advocacy. 3. Social Media @ Work: Employees as Reputation Agents. 4. Influence of Social Media on Crisis Communication. 5. Under the Microscope: Corporate Responsibility in a Social-Mediated Era. 6. Measuring the $ Spend on Social Media. Epilogue. Index.