University of Chile leads Ranking of Digital Reputation and retail is the best evaluated sector

The Universidad de Chile has topped a new digital reputation ranking in Chile, with the retail sector emerging as the best-evaluated industry, according to a study conducted by INC Consultores and Ipsos. This marks the first time such a survey has been carried out in Chile, focusing specifically on how organizations perform in the digital space. Unlike traditional corporate reputation indices published annually, this study aimed to assess the online presence of entities based on their engagement in public discourse, positive audience perception, and social media management. The research analyzed data collected between April 1 and April 30, 2026, encompassing posts, mentions, news coverage, and interactions across platforms including Instagram, Facebook, LinkedIn, TikTok, X, and other digital media. The total follower count of the surveyed organizations amounted to 111.4 million, providing a broad sample for evaluation. Each organization received a score ranging from 1 to 7, determined using three key criteria: visibility, prominence, and channel management. Visibility measures how prominent an organization is within the digital ecosystem, while prominence reflects the positive sentiment generated among its audience. According to Miguel Ángel Pinto, head of Public Studies at Ipsos Chile, the digital reputation has become increasingly relevant in understanding how individuals evaluate and engage with businesses and institutions. Diego Fuentes, co-founder of INC Consultores, emphasized that this study complements rather than replaces traditional corporate reputation assessments, allowing for real-time monitoring of perceptions and early detection of potential issues affecting brand image. Results revealed distinct strategies among industries to enhance their digital positioning. While department stores led in both visibility and channel management, the category of beverages topped in prominence, followed by marketplace and social security sectors. Education, retail, and banking were highlighted as leading categories. The Universidad de Chile ranked first overall with a score of 6.30, significantly higher than the average of 5.43 scored by educational institutions. The Pontificia Universidad Católica placed fourth with a score of 6.07, making them the only two universities to enter the top ten. In the retail sector, department stores excelled, with an average score of 5.94, driven by strong performances from individual participants. Falabella Retail secured third place with a score of 6.27, closely followed by Paris at 6.26. Copec came fifth with a score of 6.02, while Banco Estado and Banco de Chile also performed well, contributing to an average of 5.32 for the banking sector. Other notable performers included Metro de Santiago, Entel, and Doctor Simi, all scoring above 5.8. On the lower end of performance, delivery and gas sectors recorded scores of 2.64 and 3.19 respectively, indicating areas needing improvement. Insurance companies, health insurance providers, and pension funds also faced challenges, with average scores below 4.0. Additionally, the study examined the behavior of major digital platforms used by organizations. Instagram accounted for approximately 74% of all interactions during the period under review, generating over 4.67 million engagements, with 87 active communities, 86 operational accounts, and 2,775 posts. TikTok followed closely, though specific figures were not fully detailed in the source material.