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•  Virgin Atlantic remains tops of latest Kaizo Advocacy Index highlighting online reputation

With more news of doom and gloom appearing online every day, brands are having to become ever more involved in conversations online according to a new study of online reputation and recommendations, published today (19 February 2009).

The Winter Kaizo Advocacy Index demonstrates that the amount of negative online brand chatter is increasing due to news relating to business performance in the recession. However, it also identifies how some brands are taking advantage of the opportunities online to boost reputation.

The Kaizo Advocacy Index measures online reputation of 20 major brands across four sectors (Airlines, Mobile, Software and Food). The bi-annual Index examines independent links on four Google search engine tools – Web, News, Groups and Blog, and for the first time in this study, postings on Twitter and Facebook Groups. Content is assigned a positive (Promoter), neutral (Passive) or negative (Detractor) score and an index is created by subtracting the percentage of Promoters from the percentage of Detractors.