Managing social media: An exercise in managing organisations

• Main Author: Knowledge@SMU
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2010
• Subjects: Business; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/ksmu/371; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1370&context=ksmu
• Institution: Singapore Management University

Managing corporate reputation used to be an exercise in managing information flow and building relationships with the media power brokers. But in the world of social media, where just about anybody has the power and ability to produce and publish instantaneously, the very idea of controlling information and public sentiment may seem more like an exercise in futility. Unlike traditional media, there are no professional codes of conduct ruling over online comments, tweets or blog posts. Anything goes! The task is made even trickier with the need to manage senior business leaders who, brought up in a different era, may not appreciate the intricacies involved in working with social media.