Despite the excitement, budgeting, and energy being put into social media campaigns (see Jay-Z case study) there is nothing about it that guarantees your reputation will improve. Instead, your reputation is merely amplified by using social media. Social media accelerates your trend, whichever direction it may be heading in. But you can be involved in putting out a positive trend, and open up the media airwaves for discussion; and get people talking.
In one month Bing (the search engine) saw an increase of 11.7 % increase in visits to their site, and entered the top ten most visited sites for the first time. We don’t know if it worked long term for Bing and Jay-Z’s Autobiography but it certainly got people talking and tweeting.