Social evaluation platform Vanno launched a widget application of its real-time company reputation index called ReputationCheck. Vanno’s platform allows customers and others to share stories about their personal experiences with a particular company, submit news articles they’ve read about companies, fill out surveys and comment on companies. Vanno then quantifies this dialogue and information into an index using Bayesian algorithms (the same statistical methods used to filter spam and detect credit card fraud). The company’s index measures the reputation of more than 5,800 companies worldwide.
Vanno’s reputation index was recently brought into the public light when Vanno quantified the damage Kellogg’s brand sustained after the company pulled the plug on Michael Phelps’s sponsorship following the swimmer’s marijuana photo fiasco. Vanno’s data suggested that Kellogg’s reputation plummeted after its decision, falling even further on the index than when the company had to recall products after this year’s peanut butter salmonella scare.
ReputationCheck, the index’s embeddable widget, shows a company’s real-time reputation rank and compares the rank to the best and worst companies relative to customer and employee satisfaction, community involvement, the environment, patriotism and social responsibility. The widget can be used in a post or in the sidebar of a site. Considering all of the various inputs of the index, the ranking system cannot be deemed as 100 percent authoritative. But it certainly is a measure of the public’s perception of a company. (Contrast to Glassdoor, another reputation service from employees’ point of view). While the index widget could be useful to bloggers and writers to show one measure of a reputation of a company, its probably best not to rely upon ReputationCheck as the final arbiter of a company’s standing.
Here’s the index for Google, which ranks highly