Examining the influence of social media on a corporate companies reputation: a case study of MultiChoice Uganda Limited

Abstract

This study set out to explore the influence of social media on the reputation of MultiChoice Uganda limited, a corporate company. The study was guided by three specific objectives: to establish the influence of social media on MultiChoice Uganda’s reputation; to identify the crisis management challenges associated with the use social media for MultiChoice; and to propose strategies to counter the challenges of social media’s effect on reputation and crisis management for MultiChoice. Social Network Theory was applied in this study in analysing how MultiChoice and its consumers engage, interact and communicate with each other. This was a qualitative study that employed an exploratory and a case study design. Focus Group Discussions and interviews were applied as data collection methods. Convenience and purposive sampling techniques were employed to choose the sample size of MultiChoice managers and MultiChoice clients. Findings revealed that MultiChoice recognises and leverages on social media platforms as a necessary intermediary platform to promote its brand, services and products. MultiChoice reported the difficulty in having contact data for all their customers online. The informality of social media can lead to crisis especially because MultiChoice recognises that it has limited control of the narrative. Additionally, MultiChoice cited trolls, fakes news, anonymised online customer presence as challenges in managing crisis. MultiChoice’s initial response to a social media post is a great opportunity to reinforce what the organisation stands for and act in accordance with the company’s values. Study informants recommend an in-house core team to manage any potential crises. In addition, recruiting influencers to support MultiChoice mitigate and manage crises has proved to be useful strategy for MultiChoice. The study findings can be used as a catalyst for further research in the area of social media and particularly reputation management and crisis management in the social media arena, and its impact on the corporate world.