KURUMSAL MARKALAŞMA VE İTİBAR YÖNETİMİ SÜRECİNDE SOSYAL MEDYANIN KULLANIMI KULLANIMI
THE USE OF SOCIAL MEDIA IN THE CORPORATE BRANDING AND REPUTATION MANAGEMENT PROCESS

Summary/Abstract: Internet media and social media have been widely used in the process of corporate communication; since internet and social media presents almost unlimited opportunities. Corporate reputation has attracted interest from a wide range of academic disciplines. It is also a growing focus for business and media attention. Corporate reput ation can be defined as briefly perception of the public about a corporate and its trust, beliefs, image, identity and other judgments related to that corporate. Reputation is one of the most important intangible values that corporations have. Corporations that want to be unique among their rivals must differentiate their brand images. Organizations enjoy some benefits of using social media in the process of corporate branding and reputation management. Social media strengthens the image and the identity of the organization. Social media also serves as a status symbol for the organization. The organizations can access to the potential target audience via the social media. Social media content of corporates should be created to support both branding and reputation management.

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