Thinking about Building Reputation: how engagement should be understood on Social Networking Sites for Small and Medium-Sized Enterprises.

This paper aims to clarify the role of social networking sites (SNSs) in building the reputation of Small and Medium-Sized Enterprises (SMEs). The point of start is that although it is not always infallible, SNSs have a vast potential in the digital environment, however, itis important to cope with the fact that SNSs used in SMEs are marketing-centred, engagement is promoted only with customers and is short term and results centred. The paper opts for a literature review to discuss the concept of engagement, reputation, and propose some SMEs limits to get reputation. Although SNSs have the power to manage corporate reputation, it is not always possible if they don't take into consideration some important issues related to the nature of SMEs and the nature of SNSs. In this sense, SNSs constitute a perfect context to get reputation for SMEs, but only if companies understand two special points: the three sequential dimensions of the concept (the dialogic dimension to start the communication and get interactivity, cognitive dimension for generating good and positive content, not neutral, and emotional dimension to make up a profound link with the organization) and how to manage it in a the proper level with all stakeholders notonly customers through a strategic communication approach (not a punctual action) in the long term. [ABSTRACT FROM AUTHOR]