Social media plays a vital role in tech brand reputation management by providing a platform for brands to communicate directly with consumers. Through active engagement, companies can respond to customer feedback, address concerns, and showcase their expertise in the industry. Positive interactions can enhance brand perception, while negative comments can be mitigated quickly, preventing potential crises. Additionally, social media serves as a valuable channel for monitoring public sentiment and trends, allowing brands to adjust their strategies in real-time and maintain a favorable reputation.