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The Role of Social Media in Corporate Reputation Management – The Results of the Polish Enterprises

机译：社交媒体在企业声誉管理中的作用–波兰企业的成果

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The exponential growth of the Internet and social media (SM) in the recent years has contributed to changing the communication environment in which stakeholders as their users may post and distribute their opinions about the company and its products. This generates a number of potential threats to the image and reputation of both people and organizations. Companies cannot ignore this fact and should use SM not only as an additional communication marketing channel but also in a broader context - as a tool to build and protect their reputation. This article aims to identify the extent and directions of the use of SM in the activities of companies operating on the Polish market in the area of reputation management. The results of research showed that Polish companies recognize the potential of SM and try to apply them in their marketing efforts. In the approach to the SM as a communication channel, the traditional way of thinking dominates, in which they are treated as just another promotional tool used by two departments: marketing and public relations (PR). This way of using SM is not integrated and does not allow effective building and protecting reputation in the Internet environment. To achieve this goal, the following research methods were used: critical analysis of literature and analysis of secondary sources in a form of report from the research conducted by various national and foreign research centers.
机译：近年来，Internet和社交媒体（SM）的指数级增长推动了通信环境的变化，在这种通信环境中，利益相关者作为其用户可以发布和分发有关公司及其产品的意见。这会对个人和组织的形象和声誉产生许多潜在威胁。公司不能忽视这一事实，它们不仅应将SM用作附加的传播营销渠道，而且应在更广泛的范围内将其用作建立和保护其声誉的工具。本文旨在确定信誉管理领域中在波兰市场上运营的公司的活动中使用SM的程度和方向。研究结果表明，波兰公司认识到SM的潜力，并尝试将其应用于营销活动。在将SM用作沟通渠道的过程中，传统思维方式占主导地位，在传统思维方式中，它们仅被两个部门（市场和公共关系）使用的另一种促销工具。这种使用SM的方式未集成，并且不允许在Internet环境中有效地建立和保护声誉。为了实现这一目标，使用了以下研究方法：对文献进行批判分析，对次要来源进行分析，并以各种国内外研究中心进行的研究报告的形式提出。

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