5th issue of the Online Comments Report, developed by Corporate Excellence and LLORENTE & CUENCA. The Report analyses comments made voluntarily on the Internet as well as their impact on the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenry and Leadership.
The Report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hyper-textual network Google. It also identifies relevant content for different audiences and helps map key reputational risk areas for companies.
In particular, this issue has evaluated the digital fingerprint of 71 brands of 15 sectors from a total of 88,950 URLs and 28,000 mentions.
The report assesses the 100 first findings that analysed brands positioned in four key environments on the Internet: Google, Facebook, Twitter and YouTube, and offers specific findings by sectors dimensions, stakeholders and networks. Thus, the analysis allows identifying those sectors, topics, stakeholders and networks that are most and least favourable in terms of recognition (how it is evaluated) and recognition (how much it is evaluated). It also offers strategic insights to design positioning strategies online.
BEO 2016 has been already applied to more than 70 companies around the world and aims to become an international standard to manage the reputation of organisations online.
These data allow us to pinpoint some communication trends to help companies design their road map and identify future challenges in regards to their reputation and the relationship with their main stakeholders on the Internet. These are the main conclusions of this year's issue:
- "Fashion" displaces "Consumer Electronics" as the main sector in terms of reputation.
Unlike previous years, in this issue, "Fashion" scores the best and generates greater knowledge. In addition to the efforts made in the last years to position its corporate channels and invest in "Innovation", this year's findings show a positive assessment regarding the quality of the products.
- Economic recovery of companies is in sight.
"Finance" is the best assessed by the stakeholders compared to the rest of dimensions. This year it has scored better than "Innovation" and "Leadership" and it is especially well positioned in terms of awareness and recognition in industries such as "Retail" and "Consumer Electronics".
- The challenge of hyper-transparency and active listening.
The limits between public and private are vanishing and this forces companies to communicate in a responsible way without avoiding any valuable information. In this sense, companies have not reacted yet the way they are supposed to, because "Governance" is still the worst rated dimension, highlighting the lack of transparency in organisations. Nowadays, companies need to listen what their stakeholders expect and meet this expectations efficiently to help boost their reputation.
- Critical conversation regarding employment.
For the second year in a row, topics related to working conditions and job creation are judged by negative scoring in the conversation. "Workplace" has doubled bad comments compared to last year and it has had an impact on the 15 industries analysed. It is the worst ranked dimension in terms of recognition, only behind "Governance".
- Companies lack of a network of ambassadors.
The Online Comments Report underscores the absence of people with digital identity linked to companies that are able to humanise or personalise the communication of the brand. "Employees" are one of the groups with less online presence, together with "Shareholders" and "Investors". Besides, it is still the third most critical group with companies, only behind "NGO, trade unions and activist groups" and "Customers".
- Need of communicating corporate purpose and values.
Companies are developing many projects to create a positive impact on the societies they operate in and try to align their actions with their essence, their raison d'être. However, findings show that their efforts to generate a positive social impact are not being recognised in the dimension of "Citizenry", in view of the little knowledge there is on the Internet about this issue.
- Critics are harsh on Facebook.
As it happened two years ago, Facebook shifts from being neutral to be the most critical network, replacing Twitter as the main hostile environment. Public Opinion and Customers often use this social network to express their discontent regarding products and services offered by companies. Only "Consumer Electronics", "Automotive", "Fashion" and "Food Production" have achieved a good positioning in this network.