From Axios: Facebook's reputation is sinking fast.
Facebook's reputation took a long dive over the past year, staggering under an avalanche of controversies, a new Harris Poll survey in partnership with Axios has found.
Why it matters: Other tech giants, including Google and Apple, have seen their reputations decline as well. But Facebook's drop in the Axios Harris Poll 100, a new partnership between Axios and Harris Poll, is in a class of its own — suggesting that the social network may be uniquely vulnerable to a loss of public confidence.
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Source: The 100 most visible companies
My take: Facebook's turn in the barrel. As for Apple, I said everything I have to say about its diminished reputation quotient last year.
In 2009, two years after Steve Jobs unveiled the iPhone, Apple was ranked No. 14 in the Harris Poll’s annual RQ (reputation quotient) survey. By 2012, it was No. 1 and it remained one of top 5 U.S. brands for four out of the next five years.
But something about the Apple brand soured last year, according to Harris. Between 2017 and 2018 the company Jobs co-founded fell from 5th place to 29th, the biggest one-year fall from grace in percentage terms of any U.S. company except Johnson & Johnson.
From: I have a theory.
The survey period—Dec. 11, 2017 to Jan. 12, 2018—was hardly a valley for Apple news. The problem, I think, was the news itself:
- Apple prices new iPhones at $1,000-plus
- Apple opens new $5 billion-plus corporate headquarters
- Apple enjoys a $163 billion repatriation tax windfall
- Apple is surrounded by the usual fog of fear, uncertainty and doubt
If I didn’t know better, I’d think that Apple came across to the 25,800 U.S. adults Harris surveyed as too rich and too greedy.