After analyzing almost 50,000 url’s, more than 24,000 mentions in 68 brands from 15 different sectors, in some of the most important social networks, Corporate Excellence and LLORENTE & CUENCA have come to the conclusion that there are many aspects in which brands and companies must improve, to achieve a more positive online reputation, as reflected in the 4th edition of the Online Expressions Balance 2015.
The study, which has assessed the main areas of reputational risk for companies, highlights 7 trends with which to positively impact users, with transparency being a common element in all of them:
Integrity in the spotlight
The honesty, clarity and coherence of the messages issued by the brands are fundamental elements in corporate reputation, with the Government dimension being the worst rated, followed by Food, Banking, Distribution, Electricity and Telecommunications.
Fashion is committed to innovation
Fashion is one of the winning sectors in e-commerce, both from mobile devices and computers, which has contributed to this being the division that best positions innovation in terms of notability.
Change of course for energy companies
Activist movements on social networks such as Twitter or Youtube against the energy sector have had a negative impact on its reputation, increasing the negative assessment of the expressions issued by users.
The expressions of the political force are becoming more critical.
Politicians and government authorities have changed the tone of their expressions from neutral to negative, resulting in distrust in the dimensions associated with Government and Labor. Other sectors affected by the negative tone of their expressions are Distribution, Energy and Electricity Companies, Fashion, Banking and Telecommunications.
Employee opinion has a direct impact on the reputation of an organization.
Employees can be the best brand ambassadors, but companies have not yet demonstrated their ability to achieve this and the comments they post on the Internet are increasingly negative.
Google can drop you off its radar
The change in its positioning algorithm has caused the search engine to experience a slight decrease in its notoriety and notability, although it is still the best environment for positioning content and improving the reputation of companies on the Web.
Consumer electronics, the sector par excellence
The actions associated with Citizenship and Work, together with the product offering, make this sector the undisputed leader in terms of notoriety and notability. https://youtu.be/oQ5baYfPCbs Conclusions:
- Integrity is the key element in online reputation.
- The expressions issued by governments generate uncertainty among users.
- Employee opinions have a clear and direct impact on the image of companies.
- Innovation continues to generate positive opinions on the Web.
