| Summary: | A new concept, the “e-Reputation”, has recently emerged following the enormous growth of Web 2.0 sharing tools. Given the importance of this phenomenon within social media, we will observe and analyze the issues therein with respect to public relations. We draw a qualitative narrative of the e-Reputation from a sample of North American organizations presently active in social media. In addition to a review of relevant literature, we also conduct semi-structured interviews with public relations professionals notably in crisis communication. This allows us to observe the many ways in which community managers influence the e-reputation of their organization and analyze the impact these activities have.
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