Due to globalization and the technological revolution, the world has become a global village, and connectivity and communication through social networks is an indispensable element in the everyday life of modern man. Advances in information technology have led to the rapid expansion of information through social media, making it one of the most powerful tools for managing the reputation of large corporations and brands. Consequently, more and more attention is paid to social networks as an instrument for presenting the best possible brand image and building relationships with consumers, as well as space for the implementation of marketing strategies. Today, when all information is spreading at the speed of light, building a good reputation is the primary task of any successful business. Consequently, the main goal of this paper was to examine the concept of reputation management and its role in creating and maintaining customer relationships. In this paper, we investigate whether the company's social media activities are useful for corporate reputation in order to discover the importance of a good reputation and the impact of social media communication on customer decisions, consumer habits as well as their brand perception and emotional connection to the brand. On the example of our food giant Podravka, numerous good practices were noticed, which were highlighted during this paper.