Dialogic Communication Strategiesvia Social Media Platforms and TheirRole in Enhancing CorporateReputation: An Analytical Study ofthe Iraqi Media Network's OfficialPage on the Facebook Platform

Abstract

Corporate reputation represents the cornerstone for sustaining the influence of media institutions, necessitating the adoption of dialogic communication strategies that transcend traditional patterns to build a genuine impact in the digital sphere. This study reveals a gap resulting from official institutions' performance being confined to the 'oneway communication' model, which the researcher sought to address through a content analysis of the Iraqi Media Network’s official Facebook page. The scientific approach evaluated communicative performance based on Kent and Taylor’s five principles to monitor the effectiveness of multimedia in enhancing commitment and mutuality. Statistical analysis results confirmed the dominance of news content at 68%, with a clear deficiency in 'interactive loops' which did not exceed 32%. This reflects a weakness in building digital loyalty and the page's transformation into a digital billboard rather than a dialogic platform. The study derives its importance from providing insights that contribute to developing digital public relations practices, ensuring the enhancement of institutional trust and credibility as essentials for countering rumors and building effective societal consensus.