The importance of looking good: How e-reputations are made and broken through social media

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The ever-widening expanse of social media means that all companies now need an online profile. But such increased exposure means that companies are now under the influence of the public to look good. The need to strive for a good e-reputation is a fundamental aspect of any social media presence for a company. Instant communication means that public dissatisfaction can accumulate uncontrollably. Therefore, effective online communication of ethical plans and initiatives by companies through social media is a key concern.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2016), "The importance of looking good: How e-reputations are made and broken through social media", Strategic Direction, Vol. 32 No. 7, pp. 14-16. https://doi.org/10.1108/SD-04-2016-0058