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Tantangan dan Peluang Menghadapi Ekonomi Reputasi dalam Perspektif Media Sosial
Abstract
Tingkat reputasi telah menjadi suatu tolak ukur dalam menentukan perekonomian organisasi. Konten-konten di media sosial dipertimbangkan sebagai komponen yang membangun reputasi suatu organisasi. Hal tersebut menyebabkan berbagai organisasi berlomba untuk mendapatkan reputasi yang positif melalui media sosial. Penelitian ini merupakan kajian literatur yang memiliki tujuan untuk membahas tantangan dan peluang bagi suatu organisasi dalam memenangkan ekonomi reputasi melalui media sosial. Metode penelitian yang digunakan adalah tinjauan literatur sistematis pada 21 artikel yang dipublikasikan dalam 10 tahun terakhir antara periode 2010-2020. Hasil kajian ini menunjukan bahwa setidaknya terdapat lima tantangan dan empat peluang bagi suatu organisasi dalam bersaing pada ekonomi reputasi. Fenomena seperti post-truth, anonimitas, maupun hacktivism dinilai menjadi ancaman bagi rusaknya reputasi suatu organisasi. Adapun berbagai keunggulan media sosial sebagai alat untuk berkolaborasi, mendukung interaktivitas dan kekayaan media dapat digunakan organisasi untuk membangun reputasi dalam jangkauan yang luas. Penelitian ini memberikan kesimpulan bahwa media sosial telah dipertimbangkan sebagai alat yang efektif untuk membangun serta menjaga reputasi suatu perusahaan, namun begitu implementasinya harus sejalan dengan reputasi organisasi offline pada umumnya.
The level of reputation has become a benchmark in determining the economy of an organization. Social media content is considered as a component that builds an organization's reputation. This has caused various organizations to compete in gaining a positive reputation through social media. This research is a literature review to discuss the challenges and opportunities for an organization in winning the reputation economy through social media. The research method used was a systematic literature review of 21 articles published in the last 10 years between the period of 2010-2020. The results of this study indicate that there are at least five challenges and four opportunities for an organization to compete in the reputation economy. Phenomena such as post-truth, anonymity, and hacktivism are considered to be threats to damage the reputation of an organization. As for the various advantages of social media as a collaborative tool, supporting interactivity and media wealth can be used by organizations to build a wide-reaching reputation. This research concludes that social media has been considered as an effective tool to build and maintain a company's reputation, however, its implementation must be in line with the reputation of offline organizations in general.
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DOI: https://doi.org/10.24815/jkg.v9i2.17373
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