مدیریت دولتی (Dec 2021)
Feasibility of Using Social Media Data in the Reputation Management Process in IRIB News Agency
Abstract
Objective: Reputation management in media organizations is not possible without the engagement of stakeholders. Audiences, as the main stakeholders of the media, can develop the reputation of media and positively intervene in issues that threaten its reputation. The emergence of social media has facilitated relationships with the audience in media organizations and made it possible for them to participate in the reputation management process. The inattention of the IRIB News Agency as a media organization to social media, which can be effective in developing or threatening the organization's reputation, has created challenges in the organization's reputation management. The present study aims to evaluate the feasibility of using social media data (Twitter) in developing the reputation model of the IRIB News Agency. Methods: To reach the set goals, this study was conducted with a qualitative approach and using the Delphi method in three stages. Selected by the purposive sampling method, the participants included 16 editors, journalists, managers, and social media analysts. Results: The developed model included 21 elements in the form of three dimensions of organizational prerequisites, reputation management, and stakeholders’ engagement. The first dimension included elements such as changing the policies of the news departments to use Twitter data for reputation management, establishing a monitoring center and analysis of Twitter data, developing strategic plans for reputation management, training editors to build effective relationships with users on Twitter, creating a sustainable competitive advantage based on attracting young and creative employees in the news sector and etc. The second dimension included the three elements of data collection, data analysis, and action. The third dimension included elements such as the official presence of editors and reporters on Twitter, identifying and categorizing stakeholders, and responding appropriately to the tweets of different stakeholders. Conclusion: IRIB News Agency can use its users' data on social media, especially Twitter, to develop its reputation and protect itself against threats. The presented model shows that the IRIB News Agency needs to create organizational prerequisites in this regard. This model can fill the gap in how to use social media data to develop an organization's reputation. This model in the dimension of reputation management shows that this News Agency cannot use these opportunities to develop its reputation without considering its audience on Twitter and examining their attitudes and needs by using user-generated data collection and then data analysis. Finally, engaging the audience through Twitter and communicating with them based on identifying needs through data analysis, leads to increased reputation. Responding to users and selecting hot topics through user comments on Twitter can lead to increased popularity. Managing stakeholder relationships, like a face-to-face relationship, helps engage stakeholders. Each of the three dimensions of organizational prerequisites, reputation management, and stakeholder engagement affects the other two and can enhance their elements. Ultimately, stakeholder engagement leads to fame of media, and having stable relationships with the audience promotes the reputation of the organization and protects against risks and threats.
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