Corporate Reputation on the Rise: Key Takeaways and Statistics from the 2011 Harris Interactive Study

Strategic Insights -

As the years went by, corporate America's reputation has faced numerous scandals, recalls, and economic crises. However, public perception has surprisingly improved, according to the 2011 Harris Interactive Reputation Quotient (RQ) Study. The study reveals that 16 companies achieved an RQ score over 80, indicating an "excellent" reputation, a substantial increase from last year's six companies. Google ranks first, followed closely by Johnson & Johnson, and 3M Company. This shift in public perception reflects a growing trust in corporate America, despite the challenges faced in recent years.

Key Takeaways:

  • The 2011 Harris Interactive Reputation Quotient (RQ) Study found that 16 companies achieved an RQ score over 80, indicating an "excellent" reputation, a significant increase from last year's six companies.
  • Google ranks first, replacing Berkshire Hathaway, which fell to fourth place, on the RQ list. Johnson & Johnson took second place, followed by 3M Company.
  • Other companies with excellent reputations include Procter & Gamble, SC Johnson, UPS, Sony, The Coca-Cola Company, and Microsoft. Facebook made its first appearance on the RQ list, landing in 31st place, with an RQ score of 74.12.
  • The technology sector was perceived most positively by the public, with a 75% positive rating, followed by the retail sector, with a 57% positive rating.
  • Employees are being disciplined for social media use by 42% of respondents, a significant increase from the 24% reported in 2009.

Statistics:

  • 16 companies achieved an RQ score over 80 in the 2011 Harris Interactive Reputation Quotient (RQ) Study, a significant increase from last year's six companies.
  • Google's RQ score increased, ranking the company first on the list. Johnson & Johnson took second place, followed by 3M Company.
  • 75% of the public viewed the technology sector positively, while the retail sector was rated at 57%.
  • 42% of respondents report that disciplinary actions had been taken against employees using Facebook, Twitter, and LinkedIn inappropriately.
  • 31% of respondents report that their organizations have set policies addressing the use of social media Websites outside of work.

Sources:

Harris Interactive, "2011 Reputation Quotient (RQ) Study"

Society of Corporate Compliance and Ethics (SCCE) and the Health Care Compliance Association (HCCA), "Survey of compliance and ethics pros"

Really Simple Systems Customer Relationship Management (CRM) survey

DS Simon, "2011 Web Influencers Survey"