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Global Business and Economics Review, Vol. 15, Nos. 2/3, 2013 293
Monitoring and protecting company and brand
reputation on social networks: when sites are not
enough
Kip Becker*, Helena Nobre and Vijay Kanabar
Administrative Sciences Department,
Boston University,
808 Commonwealth Avenue,
Boston, MA 02129, USA
E-mail: Kbecker@
E-mail: hnobre@
E-mail: Kanabar@
*Corresponding author
Abstract: Companies are increasingly recognising that social networks are a
force to contend with in reputation management. There are numerous examples
of how single voices using viral systems have, in a matter of days, reached out
to millions about poor service or flawed products. Managing social networks is,
however, not without cost and thus one could reasonably assume that larger
companies would have better defined strategies for social network reputation
management than smaller ones. The paper explores this assumption and offers
an integrity management model. The social network activities of 99 different
size companies (33 small, 33 medium and 33 Large) were examined and results
supported that larger companies are slightly more responsive but smaller firms
seem to respond more quickly. Of interest was the number of firms (of all
sizes) without social media sites. There appears to be a general lack of a
strategic framework for thinking about communities as most firms in the study
were not monitoring, integrating and leveraging social media adequately.
Keywords: social networks; reputation management; brand image; Facebook;
Twitter.
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