Social Network Reputation Management: An International Study

Abstract

Managing social networks is not without cost and thus it is reasonable to assume that larger companies would have better defined strategies than smaller ones. The research explores this assumption and offers an integrity management model, based on 189 different size companies taken from the three major world stock markets representing North America and Asia. Results supported that larger companies are slightly more responsive but smaller firms seem to respond more quickly. Given the potential negative impacts to brand image there appears to be a pervasive lack strategic framework as most firms were not monitoring, integrating or leveraging social media adequately.

KEYWORDS:

• social networks
• reputation management
• business continuity
• company image management
• brand image
• Facebook
• Twitter