Corporate Reputations In The Social Networking Platform To Build Patterns Of Behavior,

Research on how corporate build up their reputation are limited on marketing field. Social Media Network has provided a platform that enterprises can rely solely on brand marketing and management to enhance their visibility, because social networking is a two-way information dissemination platform, users receive the information of great options. Companies take the initiative to send messages difficult to the target consumer. In addition, the nature of social networks is "buy" relationship, rather than selling advertising, which makes it more difficult for social networking companies to implement brand marketing. Only when the enterprise has good reputation, the customer will establish the trust of the brand and the desire to continue purchase, which will form the corresponding brand loyalty, while corporate reputation management has effective crisis prevention strategy. Most of the available literature from the perspective of brand marketing and management of enterprises to go on the network and Internet users in social interaction, reputation management from the perspective of this paper to study how corporate build up good communication and establish a sustainable relationships with people on social networks.This article is divided into four chapters:the first chapter is to review corporate reputation management theory, according to scholars on corporate reputation management, research status, the elements of corporate reputation; the second chapter, analysis of Web 2.0 social networking and enterprise business reputation management features, as enterprises in the social network of advertising and marketing on the results, and cited case demonstrates the usually poor communication in the enterprise social network, a message appears when the negative will be greatly hurt; third chapter, analysis the 3 top fans corporate facebook fan page:Coca-Cola, Starbucks and Disney.On their corporate reputation building behavior, summarized the characteristics of enterprises to use social networks and how to build a good channel trust behavior patterns; last chapter is the summarize the goodwill behavior of the that three companies, in order to identify the method of building a long lasting relationships with facebook users'as the reputation strategy...