The role of social media in reputation building

Authored by Akanksha Jain, PR & Communications Head at BharatPe.

The internet is always buzzing with activity- from lakhs of Instagram and Facebook stories, thousands of posts on X, hundreds of reels, to millions of WhatsApp messages delivered within seconds, it reflects the dynamic landscape where engagement, commerce, and communication come together. With an expanding user base of over 5.16 billion internet users globally, social media has become the most important forum for driving conversations, sharing opinions, and enabling decision making, setting narratives, as well as shaping perceptions and reputations of businesses. The digital domain has become the battleground for brands and businesses to capture attention as well as manage their reputation, as consumers actively engage in online discussions, reviews, and feedback.

The democratisation of social media goes beyond geographical barriers, offering businesses opportunities to connect with audiences worldwide at the click of a button. Whether it is a local café or a global corporation, social media provides a level playing field for visibility, engagement and building credibility. It is also enabling brands to reach new customers and fostering meaningful relationships on a global scale.

Harnessing the power of social media in reputation management

Corporate communications professionals are increasingly at the forefront of organisational transformation. Beyond traditional functions like brand and employee communications, their role now extends to driving shifts in mindset and behaviour across diverse stakeholder groups, both internal and external, to achieve transformation objectives. Today, they are at the centre of building and driving narrative for a brand. Also, with the growing inclination of individuals, particularly millennials and Gen Z, towards the digital and social channels, the spotlight has shifted the importance of digital communication strategies in corporate reputation building.

As of early 2023, India boasted a formidable digital landscape with an impressive 692 million internet users and 467 million active social media users. For brands, this expansive user base represents a valuable opportunity to establish meaningful connections and have an engaged consumer base, build trust, evaluate the effectiveness of their initiatives, and gain invaluable insights on consumer behaviour and market trends for strategic planning and decision-making. Through a well-calibrated communication approach, brands can not only engage with their existing and prospective consumers effectively but also cultivate enduring relationships, ultimately driving sales and revenue.

Moreover, in the world of the internet where content trumps everything, corporate communications can use the social media space like a blank canvas. With just a click, digital platforms help brands talk to various kinds of individuals across locations, making it easy for them to connect with customers and build a lasting reputation.

Building Trust

A brand’s social media channels can play a vital role in building trust -one of the most important currencies for brands. A brand’s social channel can be leveraged to build narrative, showcase impact, and share stories consistently. Consistent storytelling and creative newsrooms can help stakeholders see human faces, hear human voices, and clearly see the impact an organization is delivering on ground. It would be right to say that social media is one of the key pillars of the Owned Media Strategy for brands today. 

Listening and responding to audience feedback

Digital communication facilitates a deeper understanding of audience preferences and sentiment, allowing brands to connect better with customers and take corrective action promptly. However, the flipside presents challenges, from negative reviews to potential crises originating from social media. Still, a well-devised social and digital strategy, coupled with proactive team alignment across platforms, can turn these challenges into opportunities, fostering an engaged audience base.

There are numerous case studies of consumer facing brands and how they have done a great job of devising and executing their social media strategy. Take the example of GoPro. By using multiple social media platforms, GoPro showcases its versatility, engages with customers, and promotes user-generated content tailored to each platform's strengths.

Also, with a keen understanding of millennial preferences, Airbnb uses user-generated content and influencer marketing on Instagram, resonating with its audience authentically. New-age brands like Zomato and Spotify represent vibrant social media channels tailored to appeal to Gen Z and Millennials, effectively leveraging content to engage and connect with their target audience.

Connecting with a new set of customers and managing crisis

The most powerful aspect of social media is the ability to get discovered by people anywhere in the world—with one single post. Social media is a way for any business to get the attention of new people, target a new set of consumers and expand their reach across geographies.

Also, social media is one of the key tools in times of crisis- giving brands the option to connect with consumers and share their viewpoint.

Social media is here to stay!

Social media is here to stay and become an indispensable part of the overall reputation strategy for a brand, irrespective of the industry it may be in. With consumers spending an increasing amount of time on social media, brands need to invest a lot more to devise social strategies to reach out to them as well as build an engaged user base.

Needless to say, developing a robust Owned media strategy is key for companies. Brands need to invest in crafting and curating stories, that resonate with audience on a specific social media platform. Building own content properties can enable brands to build a differentiated positioning. Capturing attention and fostering meaningful connections requires content that is not only compelling but also authentic and relevant. By using the power of storytelling, brands can create a genuine connection with their followers, ultimately strengthening their reputation and loyalty.

Also, understanding communication technology is pivotal. Investing in digital tools, data analytics, and technology is crucial for sharpening messages, reaching audiences effectively, and demonstrating the value of communications activities. Active social listening can help avert as well as be better prepared for a crisis that might come our way.

In the end, where online presence is synonymous with brand identity, mastering the art of social media reputation management is imperative for the survival and success of a brand in the digital marketplace. By embracing innovative strategies and staying abreast of technological advancements, communicators can navigate the social media scene with much confidence, delivering impactful messages that leave a lasting impression on the target audience.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.