Social Media for Reputation Management

As social media and networks expand, so too does the responsibility of a company to manage their reputation and brand using the tools available.

I read an interesting case study in the Journal of Marketing Management

Using social media for reputation management

Corporate Reputation in the Era of Web 2.0: the Case of Primark” by Brian Jones, John Temperley and Anderson Lima.  The article examines the way Primark used the social web to handle a potential public relations nightmare.  After a BBC broadcast aired about the company’s unethical labor practices, Primark bypassed the offer to respond via televisions and instead built a micro-website to address consumers directly enabling corporate transparency and stakeholder involvement.



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