美国声誉最好的十大公司排名
Trust is Most Important Measure for Reputation: The Top Ten US Companies
Harris Interactive just released it’s 9th Annual Survey of the 60 most visible US companies. Their findings: 71% of consumers say the reputation of corporate America is “poor,” but consumers will buy, recommend and invest in companies that concentrate on building their corporate reputation.
What are those building blocks? More than profits.
emotional appeal
vision/leadership
social responsibility
workplace environment
financial performance
products/services
How do you measure reputation? According to Ken Powell, Chairman and CEO of General Mills, you do so in:
recognition
employee recruitment and retention
stock price multiples, even
trust is by far the most important measure
The top ten companies on this year’s list include (with social media URLs or specific category scores):
1. Google - Google User Experience manifesto
2. Johnson & Johnson - JNJ BTW a three dimensional view of Johnson & Johnson
3. Intel Corporation - IT @ Intel Blog
4. General Mills - scores in social responsibility, emotional appeal, workplace environment
5. Kraft Foods - scores in emotional appeal and workplace environment
6. Berkshire Hathaway Inc. - scores in financial performance, vision & leadership
7. 3M Company - scores in emotional appeal and products & services
8. The Coca-Cola Company - Coca-Cola Conversations
9. Honda Motor Co. - “Honda strives to be a company that society wants to exist,” said Jeffrey Smith, spokesperson for American Honda Motor Company, Inc. “As such we endeavor to create value for our customers and society through our efforts to improve fuel efficiency, enhance safety, provide products of the highest quality, and be on the leading edge of corporate social responsibility.”
10. Microsoft - Microsoft Community blogs
From the press release:Overall, more companies taking an active role affecting and managing their reputation are seeing positive results, while those that are not continue to see their reputation decline.
Why does it matter? Because we buy and recommend products and services based on a company’s reputation - as experienced in customer service, and perceived through the display of high ethical standards. It comes down to trust. That five-letter word.
Rather than focusing on improving familiarity, companies would be better served in working to improve understanding. What do you think? Have the social media activities helped the companies that engage in them score higher on this list?
不久前，美国调研机构哈利斯互动(Harris Interactive)公布了第九届美国最具声誉的60家企业的调查结果。
调查结果显示：尽管有71%的消费者认为美国企业的整体声誉不佳，但是消费者更青睐于那些全心全意不断树立自己声誉的公司，消费者会推荐和购买这些公司的产品和股票。
除了利润之外，本次调查衡量公司声誉的指标有：
1.情感诉求，例如是否值得尊重和信赖等。
2. 知名度和领导地位
3. 企业社会责任
4. 工作环境
5. 财务表现
6. 产品和服务
公司如何评价自己的声誉？美国通用磨坊食品公司董事长兼总裁肯.鲍威尔先生认为可以从以下几个方面入手：
1. 对公司的认可程度
2. 员工的招募和留任情况
3. 股票价格增长的倍数
4. 信赖程度，信赖是衡量声誉的最重要的指标。
美国声誉最好的十大公司排名如下：（排名后面列出了一些公司利用社会化媒体的链接或者得分最高的指标）
1. 谷歌 Google - Google User Experience manifesto
2. 强生 Johnson & Johnson - JNJ BTW a three dimensional view of Johnson & Johnson
3. 英特尔 Intel Corporation - IT @ Intel Blog
4. 通用磨坊 General Mills - 表现最佳的指标包括：企业社会责任，情感诉求和工作环境。
5. 卡夫食品 Kraft Foods - 表现最佳的指标包括：情感诉求和工作环境。
6. 伯克希尔哈撒韦 （股神巴菲特的公司）Berkshire Hathaway Inc. -表现最佳的指标包括：财务表现和领导地位。
7. 3M Company - 表现最佳的指标包括：情感诉求，产品和服务。
8. 可口可乐 The Coca-Cola Company - Coca-Cola Conversations
9. 本田汽车 Honda Motor Co. - “Honda 正尽力成为社会需要存在的公司”美国Honda汽车的新闻发言人杰弗瑞.史密斯评价到。“我们通过提高燃油效率、增加安全性能、提供质量最好的产品为客户和社会创造价值，成为企业社会责任的表率”。
10. 微软 Microsoft - Microsoft Community blogs
调查显示：那些积极影响和管理自己声誉的公司取得了不俗的成果，反之，那些消极对待自己声誉的公司声誉在不断降低。
为什么声誉如此重要？因为我们推荐和购买公司的产品和服务是基于公司的声誉。那些能够提供优秀的客户服务和高道德标准的公司获得了人们的信赖。而信赖是人们衡量声誉最重要的标准。
最知名的公司不一定是声誉最好的公司。公司在推广自己知名度的同时，更应当增强与客户自己的相互理解。
在十大公司排名中，排名前三的公司都通过社会化媒体(social media)开展了与声誉有关的各项活动。看来社会化媒体在公司声誉管理方面发挥了独特作用？你怎么认为？
