The thesis is conducted to gain insight into social media as a tool for reputation risk management in brands and how effective social media can be in combating the company's adverse reputational risk. Nike and the tactics they used on social media are the primary subjects of study in this paper. Through the analysis of their branding strategies on social media, readers could learn how the company used social media as a shield against the reputation they encountered on the internet through two controversies the company faced. The study showed that Nike applied different tactics to combat different scandals, and each strategy was carefully considered to maximize its effectiveness. The findings from this research show that social media can act as a tool to control reputational risk in case the appropriate methods are used for different situations. Therefore, a brand should use social media and other tools to manage their reputation risk and apply a suitable social media strategy to achieve the best result for their risk management.