摘要：Corporate reputation is a fundamental intangible resource for any type of organization to establish bonds of trust with their audiences. Its management must be distributed into different spaces, with strategies and communication tools according to the audiences’ requirements. Due to the emergence of internet, online reputation has appeared as an important space for corporate reputation management, introducing new challenges to the organizations in their digital communication. For this reason, this research is focused on the evaluation of digital reputation in private and Third Sec-tor organizations from Mexico and Spain on their social network Facebook, with the purpose of comparing which one carries out better organizational communication management among these two sectors and countries. The research was performed using a quantitative content analysis in a 200-organization sample. The main findings were that private and Third Sector organizations from Mexico and Spain present important challenges in their online reputation management on their social network Facebook.
