Digital Reputation: Social Media Usage of Top-Level Corporate Executives

Digital reputation, which has come to the forefront for employees and companies with the spread of technology and the internet, refers to how a person or organization presents themselves and is perceived in digital media. Drawing on Erving Goffman’s concepts of dramaturgy and impression management, self-presentation in the digital world—an aspect of identity performance in social interactions shaped by the individual’s position and the impressions they convey or intend to convey—can vary according to individuals' careers and status in the workplace.

This dissertation research, which examines the social trajectory, educational capital, and professional identities of senior corporate executives, is conducted in light of the concept of digital reputation. The research analyzes the importance executives attribute to visibility on social media in managing their careers and maintaining their status, as well as how they present themselves in the digital world, based on qualitative interviews.

Interviews were conducted with 33 participants, who are board members and senior executives from companies on the list of “Turkey's 500 Largest Private Companies,” published in the August 2024 issue of Capital magazine. It was observed that executives place a strong emphasis on building their personal brands and protecting their image. Interestingly, they distinguish between the professional status conferred by their company identity and the profile created by their personal skills and career achievements. To support their digital reputation, executives view their social interactions and work-life connections as aspects that must be actively managed and reflected.