The use of social media is based on customer needs and preferences. Online
Reputation Management tracks social media in particular (as well as other online sources) to establish consumer sentiment. This valuable data should then be used to inform an organisation’s marketing strategy. Social media also presents a powerful tool for turning delighted customers (who are expressive online) into advocates for an organisation. Lastly, social media allows for several new communication channels for an organisation, enabling customer communications and customer service to take place where the customer feels most comfortable.