Over the past 12 months, IMWF has conducted a comprehensive investigation into the digital presence of the 498 largest industrial companies in Austria. All publicly available online mentions of these companies have been systematically collected and evaluated. The data source included various platforms such as news websites, social media, blogs, and specialized forums.
A specially developed algorithm based on artificial intelligence analyzed about 176,000 Internet entries. They are divided into 'Products', 'Finance', 'Sustainability', 'Management', 'Employers' and 'Innovation' categories. In addition to the number of signals, their tone – whether positive, neutral or negative – was also analysed. The reach of the platform in question was also taken into account to evaluate the impact of the signals.
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Each company in each category is assigned a score based on the frequency of mentions as well as their positive rating and reach. The best companies received a maximum score of ten, while the other companies received a similarly lower rating. The overall score was the weighted average of all categories. “Our ranking not only provides an overview of company rankings, but also shows clear differences in different reputation areas,” explains Axel Mereder, Director General of IMWF and the main person responsible for the study.
The results of the study highlight areas in which companies in particular have been able to expand their reputation online. Thanks to the precise algorithm, nuances in signals are recognized, which leads to a different reputation assessment.
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