内部利益相关者:社交媒体时代企业声誉管理的新焦点

The Internal Stakeholders:New Focus on Corporate Reputation Management in the Era of Social Media

社交媒体时代,人人都是自媒体,这为企业声誉管理带来了新挑战。在声誉管理的过程中,很多企业把注意力集中在利用媒体对外部利益相关者的公关宣传上,忽略打造企业声誉根基的内部利益相关者的力量,尤其是最为基础且数量巨大的企业内部员工的力量。以此为切入点,分析社交媒体时代员工与企业声誉管理的互动关系,强调员工同时具有声誉管理主体和客体的双重身份,既要用制度来约束其不当行为,也要激发其创建和维护企业声誉的主动性。

In the era of social media, everyone is self-media, which has brought tlie new cof corporate reputation management, most of enterprises pay attention to the public relationswith externalstakeholders. They neglect the basic power of internal stakeholders, especially, the staff. Start with this point, thispaper analyzes the interaction influence between staffs and cororate reputation management in the era of socialmedia. As the subject and object of reputation management, staffs could be restricted their behavior by institutionand it’s need to inspire their enthusiasm and initiative to construct and maintain.