The use of social media on corporate reputation: a case study of the Durban University of Technology (DUT)

Abstract

Corporates invest heavily in enhancing their corporate reputation through several platforms (Li and Bernoff 2015: 56) such as social media, television advertisements and print media, which are often used to promote the corporate image (McIntyre 2014: 5). According to Barker (2014: 184), the importance of social media in organisations is to create and maintain a positive desired image, brand and reputation because of the possibility of building an interactive relationship with an unlimited number of stakeholders, business partners and employees. It is therefore evident that social media is growing daily, and more people are becoming a part of it. Siapera (2013: 255) adds that the importance of social media in the organisation includes the sharing of ideas and building relationships with stakeholders and audiences through social media platforms and increasing the organisation’s visibility. The aim of this study was to assess how the Durban University of Technology (DUT) uses social media platforms in building and maintaining a positive corporate reputation, and how they engage actively with their target audience. A mixed research methodology was adopted to achieve the set objectives. The sample population consisted of 197 participants, which included academic and administrative staff as well as students at DUT. The staff were assessed through interview questions and the students were assessed via survey questionnaires. Data was analysed using the Statistical Package for the Social Sciences (SPSS) version 25.0. The findings revealed that social media plays an important role for organisations as a vital tool to build and maintain corporate reputation online, as well as communicating effectively and actively with various target audiences. Social media is considered by organisations, both public and private, as a strategic tool for competitive advantages (Predmore 2014: 115). Social media is generally used by various types of organisations for many different business purposes, for example to influence the industry, engage with their various customers, and manage brand image among stakeholders in a cost-effective way (Predmore 2014: 115). Many organisations use social media as a strategic tool for communication and marketing purposes (Predmore 2014: 116), and for sharing newsworthy information to their target audience and stakeholders (Dreher 2014: 345). The study recommended that organisations should prioritise investing in social media platforms. Another recommendation was that organisations must communicate effectively and actively with their audiences online.