The Use of Twitter in the Managing of a Company’s Reputation: A Study of Startimes Media
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Date
2020-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
This research project examined the importance of StarTime’s Twitter use and its relation to safeguarding the corporate reputation of StarTimes as a media company in the modern world. The research utilized the company’s publicly accessible Twitter feed to analyze the risk Twitter use presented in building customer relationships and providing quality service for a strong corporate reputation. The main study objective was to establish the effectiveness of using Twitter to manage a company’s reputation, focusing on StarTimes Kenya. Another objective was to determine the nature of messages posted on StarTimes Kenya’s Twitter media channel concerning reputation building, and lastly, to find out the mechanisms used by StarTimes to control and sustain its Twitter corporate reputation. The results revealed that Twitter's use presented a significant reputation risk for StarTimes, especially because it could be used as a platform to express emotions and ideas about the company’s products and services. Twitter serves as a medium for real-time communication between StarTimes and Twitter users; therefore, it played a crucial role in communication and placed itself at the heart of a company’s corporate reputation. The study concluded that the company needed to invest more time and resources to ensure quality customer service to Twitter users to safeguard its reputation against negative publicity. The study's recommendations included the need to use timely responses, ensuring value addition, understanding peak hours, using appropriate language, creating a social media policy, and privacy for building and maintaining positive relationships on Twitter.
Description
Master of Arts
in Communication
Keywords
Twitter, Company Reputation, Startimes Media
Citation
Ombudu, J. O. (2020). The Use of Twitter in the Managing of a Company’s Reputation: A Study of Startimes Media. Daystar University, School of Communication: Nairobi