Jason Sumner looks beyond the overall top-scorers in our annual ranking to see which companies are best at serving individual audience groups with their digital communications.
Making it into the Index is an achievement in itself, because we take the 30 best from a pool of the largest 200 companies in the world by market capitalization. We spend thousands of hours analysing the effectiveness of their online communications in eight broad categories (and a total of 26 metrics in total).
Corporate digital communication is complex because companies have to satisfy audiences that have varying goals and information needs. The Index measures how well companies are managing this complexity through our five so-called ‘serving’ metrics, in which we take a granular look at how well specific audiences are being catered for – jobseekers, investors, media, customers and ‘society’ (including corporate social responsibility professionals and general audiences who are interested in a company’s record on ethics and sustainability).
Here are the companies that came top in each of these five metrics. (We will look at the best in the other three categories – construction, message and contact information – in a future column.)
Best for ‘serving jobseekers’
Top-scoring company: Verizon (29 points out of a maximum of 32)
Runners up: BNP Paribas (28/32) and GSK (26/32)
Note: BNP Paribas (and some companies below) do not appear in the overall top 30 list, but were identified as category leaders when we evaluated the largest 200 companies in the world by market capitalization.
Best for ‘serving investors’
Top-scoring company: Shell (29 points out of a maximum of 32)
Runners up: BP (27/32) and Zurich (27/32)
Best for ‘serving the media’
Top-scoring companies: Nestlé and Bayer (both scored 26 points out of a maximum of 32)
Runners up: BASF, Daimler, Vinci (all on 24/32)
Best for ‘serving customers’
Top-scoring company: Microsoft (28 points out of a maximum of 32)
Runners up: Texas Instruments and Maersk (both scored 27 out of a maximum 32)
Best for ‘serving society’
Top-scoring company: Nestlé (29 points out of a maximum of 32)
Runners up: Eni (28/32); and BP, Bayer and BAT (27/32)