Abstract
M.A. (Strategic Communication)
The role of social media managers in Higher Education Institutions (HEI) managing online reputation management has become a multifaceted and challenging profession in today’s contemporary world; this is due to technological advancements, virtual communities where information is easily created, accessible and shared openly and freely among these communities thus affecting an organisation’s reputation. The purpose of this study was to investigate the perceptions of the University of Johannesburg’s (UJ’s) social media managers in faculties regarding their role in managing the online reputation of a HEI. The study further intended to explore if social media managers have clearly defined roles that are guided by the UJ social media policy and appropriate training to assist in executing their roles effectively and strategically when a crisis occurs. The literature discusses three key concepts namely online reputation management, social media and strategic communication. The population of this study was specialist staff members at the University of Johannesburg (UJ), appointed with the task of managing the social media of the university and/or faculties. This research made use of a census to investigate their perceptions regarding their role as social media managers. The census consisted of two staff members from the College of Business and Economics, seven marketing executives from UJ Faculties (who manage social media platforms such as Facebook and Twitter) and the UJ social media manager. Data was collected by means of an interview schedule using semi-structured open-ended questions during face-to-face interviews. The semi-structured open-ended questions included the use of probes to elicit detailed information. All interviews were recorded and transcribed for thematic analysis by identifying common themes and differences. The research findings showed that although social media managers in faculties and departments are aware of their roles and responsibilities, a crises plan needed to be made available to all social media managers in faculties and departments of a HEI, should a crisis occur. The researcher recommends that social training should be compulsory to all faculty and department social media managers and that the social media policy needs to be simplified and shortened.