Corporate Branding in Facebook Fan Pages

In  Corporate Branding in Facebook Fan Pages: Ideas for   Improving Your Brand Value, the authors show how   companies can improve their brand value by fostering their online  corporate reputation. Communication actions on   Facebook fan pages are an important tool on the road to reputation.   Considering that reputation is essentially the long-term  image of a brand, the book suggests strategies for improving this   image in the short term by nurturing engagement with  consumers. Word of mouth (WOM) is an important tool for creating and  replicating the image of a trustworthy company, and these repeated  images can result in a solid reputation or increased brand value. Also addressed is how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication
policies.