Odds are it's not, since more than 75 percent of the world's 50 largest companies do not have a corporate Web site that focuses on Europe as a regional body, according to
research recently released by APCO. APCO selected the world's 50 largest corporations by revenue and assessed their sites in terms of how they communicate with Europeans. The
agency benchmarked the Web sites on the basis of 10 key criteria:
- Language content other than English
- Profile on search engines
- Content dynamism
- Degree of content on corporate social responsibility issues
- Information relevant to key stakeholders
- Quality of media section
- Interactivity
- Design
- Navigation
- Essential content
The key findings of APCO's evaluation: Less than one third of the companies had phone numbers for their European headquarters on their sites; only half answered an email
request for information on European ops within a week; the majority of sites do not communicate in any language other than English; and of the 10 highest scoring sites, four are
European companies. To receive a full copy of the report (free of charge), contact Evan Kraus, 202/778-1000 or [email protected].