Active engagement requires two-way communication between organizations and their publics. The desires and feedback expressed by consumers determines the content that the organization produces across platforms. We will investigate the way in which corporate organizations of the Greater Toronto Area (GTA) use social media tools such as Twitter to manage the integrity of their reputation. This will be explored and assessed in the research that follows.
Twitter is an online social networking and microblogging platform that uses instant messaging and SMS services to share messages of 140 characters or less. Used by individuals, businesses, media, and developers, Twitter is designed to share real-time information to a voluntary audience (referred to as followers) who choose to follow Twitter accounts tailored to individual interests. Businesses use Twitter as a mechanism to deliver messages, or tweets, in the brand voice about ...
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...han the organization can control the situation. By the time the organization responds to the criticism, they have already lost current and potential followers. Ultimately, this is a permanent damage to the reputation of the organization and as such, organizations must be aware of these constraints and create content accordingly.
In addition to the unpredictable nature of response on Twitter, organizations are also faced with the challenge of creating an accurate depiction of their character in a very limited space. Many critics believe that 140 characters does not provide an accurate picture of the reputation that a corporation has. This idea is suggested throughout B.J. Mendelson’s work called “Social Media is Bullshit.” Using Twitter to build corporate reputation is dependent on the organization’s specific set of circumstances that vary from company to company.
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