While a great amount of literature has focused on the relationship between communication strategies and corporate reputation there is not systematic research on the impact of social media communication strategies on corporate reputations in an online environment. Based on the corporate reputation and social media literature, this paper aims to contribute to this body of knowledge by studying the impact of social media communication strategies on firms’ reputations. Given the novelty of the research question and the emerging nature of the theoretical framework, we examine the Italian insurance sector through multiple case studies.