Social media is now determined as an excellent communicative tool to connect directly with rncustomers. One of the most significant ways to connect with the customers thought these SM rnchannels are to create a SM fan page with reputation content.rnThis research is a case study of Ethiopian Airlines; it will provide a very good insight for rnEthiopian Airlines about its online reputation management to improving its effectiveness. The rnaim of this study is to analyze Ethiopian Airlines social media platforms; to determine what types rnof content they share in the context of online reputation management. rnBesides that, the paper will provide the field of a classification of the existing literature about rnORM. The purposive sample method was chosen as the most appropriate method for this rnresearch, Primary data gathered from the interviews; the target audience were interviewed for rnthe study are six corporate communication social media team they are assigned for social media rnteam who managed and post/tweet for their company social media channels and four rncommunication officers were selected from different government organizations that have a duty rnto manage their company SM channels. Secondary data gathered from the companyâ€™s social rnmedia platforms (Facebook, Tweeter, LinkedIn, and YouTube) and monthly digital publication. rnThe finding of this research shows that, Negative contents that post/share on SM were successful rnon creation negative image of a company. Therefore, ORM is the way by which companies can rndeal permanently with potential reputation damages on social media. Based on the finding the rnresearcher recommended that As an Ethiopian company the use of SM of Ethiopian Airlines was rnexcellent, but as an international company, it needs to work harder on social media for the sake rnof online reputation.