Is the use and impact of social media beneficial, detrimental, or both to a company’s reputation?

Is the use and impact of social media beneficial, detrimental, or both to a company’s reputation?

As the presence of social media becomes more prevalent in the lives of youth, this need to exist online has shown businesses that to be relevant they must make a good appearance. How we appear through a screen seems to impact our reputation more than expected. Comparison rates are high among our personal accounts, whether we want it to happen or not. But, the way society judges a company on their social media habits can change their intended trajectory completely.

Social media presence can be both beneficial and detrimental to a company’s reputation. Society has seen these triumphs and failures time and time again with Instagram, Twitter, and Facebook campaigns either working out really well, or flopping and causing damage that is kept alive for longer than necessary. One of the most recent examples of social media being detrimental to a reputation is that of Dove Beauty products. The company had created a commercial showcasing the use of one product for multiple skin types. But when transitioning it to social media, the clips rotated from skin type to skin type causing a commotion by making society think Dove was trying to convert darker skin tones to that of lighter shades. Even though it was misinterpreted, the campaign went viral for all the wrong reasons and has put Dove in hot water. The costs have been high for Dove on social media. Although they have issued apologies over social media, the campaign is still prevalent in the minds of the public.

With mass media communications being the gate keepers for what society focuses on, it is easy to always focus on the negatives that occur in society. Social media seems to always showcase the bad, with only a small glimpse of the good. Companies that have been able to use social media to benefit their image have been NASA, Budweiser, and even the social media site Instagram. Their campaigns have ranged in content from awareness to personal promotion, while executing them without a hitch. Reputations are not always tarnished over social media controversies, but it seems that those are the only ones that society focuses on.

Overall, social media helps pivot our attention from the good and the bad in society. It also helps us form opinions on almost everything and anything. Whether social media is beneficial or detrimental to the reputation of a company depends on how campaigns are interpreted by the public. There is always an intended meaning for posts, but it is not always seen in the same light for everyone. In order to not let misinterpretation affect the reputation of a company they must ultimately establish a positive presence from the beginning and strive to maintain that.

As the presence of social media becomes more prevalent in the lives of youth, this need to exist online has shown businesses that to be relevant they must make a good appearance. How we appear through a screen seems to impact our reputation more than expected. Comparison rates are high among our personal accounts, whether we want it to happen or not. But, the way society judges a company on their social media habits can change their intended trajectory completely.

Social media presence can be both beneficial and detrimental to a company’s reputation. Society has seen these triumphs and failures time and time again with Instagram, Twitter, and Facebook campaigns either working out really well, or flopping and causing damage that is kept alive for longer than necessary. One of the most recent examples of social media being detrimental to a reputation is that of Dove Beauty products. The company had created a commercial showcasing the use of one product for multiple skin types. But when transitioning it to social media, the clips rotated from skin type to skin type causing a commotion by making society think Dove was trying to convert darker skin tones to that of lighter shades. Even though it was misinterpreted, the campaign went viral for all the wrong reasons and has put Dove in hot water. The costs have been high for Dove on social media. Although they have issued apologies over social media, the campaign is still prevalent in the minds of the public.

With mass media communications being the gate keepers for what society focuses on, it is easy to always focus on the negatives that occur in society. Social media seems to always showcase the bad, with only a small glimpse of the good. Companies that have been able to use social media to benefit their image have been NASA, Budweiser, and even the social media site Instagram. Their campaigns have ranged in content from awareness to personal promotion, while executing them without a hitch. Reputations are not always tarnished over social media controversies, but it seems that those are the only ones that society focuses on.

Overall, social media helps pivot our attention from the good and the bad in society. It also helps us form opinions on almost everything and anything. Whether social media is beneficial or detrimental to the reputation of a company depends on how campaigns are interpreted by the public. There is always an intended meaning for posts, but it is not always seen in the same light for everyone. In order to not let misinterpretation affect the reputation of a company they must ultimately establish a positive presence from the beginning and strive to maintain that.

 

– Lauren McNally


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