Online Comments Report 2015 - Liderando la reputación corporativa de las empresas - Corporate
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Corporate Excellence & LLORENTE & CUENCA May 2015


Online Comments Report 2015

The 4th issue of the Online Comments Report, developed by Corporate Excellence – Centre for Reputation Leadership and LLORENTE & CUENCA, rigorously analyses comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation.

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 hypertextual network Google. It also identifies relevant content for different audiences and helps to map key reputational risk areas for companies. Until now, this strategic focus has been applied to 70 companies based in Spain, Argentina, Brazil, Colombia, Ecuador, Peru and Portugal.

Trends 2015

Focus on Integrity.

Integrity has an important impact in the reputation of companies. One year later, this trend persists. Governance is the worst rated dimension in terms of recognition although it had a bigger impact in Food Production, Banking, Retail, Power Generation and Telecommunications.

Fashion committed to Innovation.

Fashion is the sector that better considers innovation in terms of recognition. It has generated more positive comments regarding the previous issue thanks to e-commerce and sales services via mobile applications.

Energy sector changes its course.

Oil and Gas companies have scored worse in terms of awareness and they have generated more negative comments. Active participation in networks such as Twitter and YouTube has been the catalyst for this change.

Comments by political forces are more critical.

Comments by national and international politicians and authorities have shifted from being neutral to negative. This group has become one of the most critical ones with companies, especially within the sectors of Retail, Oil and Gas companies, Power Generation, Fashion, Banking and Telecommunications. Through their Twitter profiles, they call into question the different dimensions related to Governance and Workplace.

Employees harden their stance on the companies.

Opinions shared by employees on the Internet have changed from being neutral to clearly negative and they have been specially hard to the sectors of Fashion and Transport Infrastructure.

Google can put you below its radar.

Google is the best tool to improve corporate reputation and for better positioning of their content on the Internet. This year, there was a slight decline in awareness and recognition, probably due to the latest changes in their ranking algorithm that were made to boost pages with contents more relevant to the searches.

Consumer Electronics, the sector with best scores.

One year later, this sector leads the chart in terms of awareness and recognition (positive comments). Customers have a positive perception their products and services as well as the actions related to Citizenship and Workplace.

Key Findings

  • Transmedia content and brand journalism are key aspects for the strategy of communication departments in big companies, not only because their good positioning in networks such as Google but also because its ability to connect and boost viral mechanisms.
  • Topics related to Innovation and Leadership generate more positive comments.
  • Transparency and Integrity have a direct impact on the stakeholders' favourable attitudes towards companies.
  • Employees have a relevant position as the company's ambassadors. Companies have to active specific actions to capitalize their huge potential.
  • There is a change in the attitude of journalists towards companies that opens for possible future collaborations between both of them.