In my reputation management class, we were asked to identify a real-world problem and write a white paper. The topic I chose for this paper was the role of social media in building corporate and brand identity. I chose this topic because reputation and brand identity are essential factors for organizations and enterprises. With social media becoming one of the most advanced, user-friendly, and accessible communication channels, organizations/companies must have appropriate social media strategies in place and identify which channels they should be present on. This paper examines the challenges organizations face due to social media and how this affects their brand reputation and identity. Then it explores Apple’s social media strategies that have led to its success and offer possible solutions for organizations to enhance their reputation and identity.