The impact of social media on companies' online reputation

In the current economic climate, companies are recognizing that their intangible assets represent a more decisive competitive advantage than their tangible assets. Reputation has become a major investment for organizations. As a fundamental strategic resource, it provides significant competitive advantages. Companies with a good reputation develop strong customer commitment, generate positive word-of-mouth and facilitate expansion. It's a resource that enhances brand awareness and generates significant profits. Conversely, a compromised reputation threatens a company's business and sales.Over the past decade or so, digital social networks have turned the rules of the marketplace on their head. The speed with which information is disseminated on these platforms exceeds that of traditional media, giving rise to the concept of e-reputation. This new form of reputation combines identity, notoriety and the Internet dimension, with its constraints of real-time dissemination.