Systematic Literature Review: The Role of Social Media in Improving the Corporate Image

Abstract ―​

The increasingly rapid development of digital technology is changing the way people, agencies, and companies communicate, social media is one of the digital communication media, tools used to exchange information or communicate in digital format. This research discusses the role of social media in efforts to improve company image. By using the Systematic Literature Review (SLR) method, this research found that social media plays a role in improving a company's image through efficiency, effectiveness, and strategies used in social media. Social media can help improve a company's reputation by monitoring and responding quickly to customer complaints or feedback. However, companies must ensure that the information they provide via social media is accurate and trustworthy. Strategies that can be used to improve a company's image on social media include conveying accurate information, building and strengthening the company's image, using social media for two-way communication, and others.