![]() ![]() companies tend to be more fragmented in their web presence, with various company sectors locations creating their own sites with more independence from headquarters. companies generally eschewing top-down web presence-one main company site that links to corporate sub-sites built in the same fashion, all overseen by a small core group within the company a hierarchy Bowen Craggs calls "governance." U.S. firm, number 20 on the list, is Ford Motor Company. Its notable, says Bowen, that the top companies on the Index are European-the top ranked U.S. “They’ve got people in the offices in their headquarters whose job is just to make (the sites) better. Top sites this year, says David Bowen, have been around long enough to iron out their kinks. New sites tend to be buggy, which means they lose ground on Bowen Craggs’ ranking-as happened to that of Shell, which topped charts last year but fell to eighth place this year after some new changes. This cycle could be over anything from two years to 10 years.” He explains: “They way corporate websites are handles is they have a certain life, then they die, then they’re relaunched. Of the top sites in this year’s ranking, Bowen says each is at a stage of its life where it tends to be good. Lesser known internationally than competitors Shell and BP, its site’s focus is to shout out to the world that it exists and matters, and contributes to Italian cultural causes. The third place on the Index is held by Italian oil and energy concern, Eni. “It’s full of exciting design, exciting technology and that’s kind of what it’s there for.” It also provides extensive information on its core businesses – such as its somewhat controversial crop sciences sector – accessible easily through its global site. Germany-based Bayer – which took the second position on the Bowen Craggs Index – does a thorough job of using its website to communicate that it is an exciting place to work in order to attract quality personnel. “That’s why Nestlé has to put so much effort into this particular form of communication-it’s a way of defending its reputation.” “Nestlé uses its website, it uses social media, it makes its arguments and that’s really its main job – as a reputation management tool,” says Bowen. It also defends its public image, says Bowen Craggs cofounder David Bowen, after years of criticism for marketing its baby food formula to African markets. ![]() Topping the list this year is Switzerland-based food and beverage company, Nestlé, whose website, Bowen Craggs claims, is focused, thoroughly expressive of the international firm’s identity and mission, and communicates those elements with the public effectively. ![]()
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