At the times when brands haven't lost their influence on traditional channels to this extent yet, Pr. operations used to be considerably easy. By using the traditional channels, they used to create their planned impact on their target audience, thus their audience was reaching the product or service with this perception and then passing their pleasure or complaint on their neighborhood. The brands were quite comfortable during this process but in these years, when the digital channels and especially the social media are in their reigns, the process is progressing in a different direction. Now, the brand creates a perception on its target audience by using traditional and digital channels, then the audience decides to contact the brand after taking a glance at the comments about its product or service on digital channels and after that, they share their comments about the product/service on digital channels. The difference at this point makes it difficult and mandatory for the brands to execute their online reputation professionally and with a right method.
Online reputation is all of the work that is done by the brands on digital channels in order to reflect their corporate indentity to target audience on marketing and advertising purposes. However; Social media, with a right online reputation, is a mandatory and at the same time, a quite advantageous platform to achieve the brand's marketing and also advertising goals on target audience. It is also risky and hard to be managed. While you are required to create your online reputation in social media, your brand's role in an online reputation management operation is inconceivable in a platform where the target audience is increasing massively day by day. The target audience should find your brand on these channels. It is necessary to neutralize their negative feedback and use the positive ones in a beneficial way for your brand. To mention the advantages of social media in online reputation, the most important one is that; it is an interaction with the target audience. With this interaction it will be easier and more beneficial to conduct your audience's perception under the control of your brand. While using wide-spreading social media to boost your corporate identity and brand awareness purposes, you'll be taking preacutions for any social media crisis by having a chance of intervening the issues fastly and effectively at the same time. Lastly, let's talk about the risks of the online reputation studies conducted in social media. During the online reputation creation period, its quite a risky platform. The foremost reason of this risk is, the large mass of users and the rate of its being viral. It is almost impossible to interfere with the users' comments in social media. When you delete their comments on your related accounts, they share them with their friends on their facebook accounts, even they tweet it or create hashtags etc... To sum up, it is impossible to intervene and because of this, you must be careful while creating your online reputation in social media and mind your steps! You must stand on a great importance of your social media-brand's corporate stance and the language you use while interacting with the target audience and posting.You should create your brand's online reputation according to these issues.