Investigating social media conversations: Towards implementing an online reputation management framework for NPOs

Juran Van Heerden,Ronel Rensburg

doi:10.18820/24150525/comm.v23.4

Abstract

The main objective of the research reported in this article was to investigate whether a proposed online reputation management framework can be implemented for an NPO to effect stakeholder engagement in social media content and conversations. The research further assessed whether an NPO can afford greater control of the social web by tracking critical comments and negative publicity and by utilising this information to manage its reputation. The latter was achieved by exploring the Facebook page of a South African trade union, Solidarity, to determine the impact of online conversations on the reputation of the NPO, regardless of the content. A case study methodology was used for the research. The research, which departed from an interpretivist tradition, aimed at analysing the online interactions of stakeholders and their impact on the reputation of the organisation. Data was elicited through interviews with administrators and the content of conversations on Facebook. The latter was analysed through content analysis. The outcomes of the research and the ideas presented in this article might assist NPOs with reputation management by implementing the online reputation management framework as a tool to manage and direct their online content and conversations for improved reputation.

Highlights

Stakeholders and organisations are constantly interacting within and between local communities and communities worldwide
There are many misconceptions about online reputation management. At times it is seen as social media monitoring, while at other times it implies public relations
This study identified the need to implement an online reputation management framework to manage the reputation of any non-profit organisations (NPOs) by managing the online content, stakeholder engagement and conversations

Summary

Introduction

Stakeholders and organisations are constantly interacting within and between local communities and communities worldwide. Groups and organisations compete for the attention of their target audiences. According to Van Riel and Fombrun (2007), all communication, to some extent influences the perceptions of stakeholders about a particular organisation and its activities, and affect the organisation’s identity, image, brand and reputation. Corporate reputation arises from the perceptions of the stakeholders, irrespective of whether they like, admire or trust the organisation. These perceptions are based on their experiences and the corporate messages and conversations taking place on platforms like social media. The new rules of engagement on the social web are explored in relation to how they contribute to, damage or improve corporate reputation and brand image

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Discussion

Conclusion