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Expand chart
Data: The Axios Harris Poll 100; Chart: Axios Visuals

Facebook's reputation took a long dive over the past year, staggering under an avalanche of controversies, a new Harris Poll survey in partnership with Axios has found.

Why it matters: Other tech giants, including Google and Apple, have seen their reputations decline as well. But Facebook's drop in the Axios Harris Poll 100, a new partnership between Axios and Harris Poll, is in a class of its own — suggesting that the social network may be uniquely vulnerable to a loss of public confidence.

Facebook's annus horribilis included:

  • The Cambridge Analytica scandal.
  • Concerns about election-manipulating misinformation.
  • Charges of anti-conservative bias.
  • Security breaches.
  • Privacy controversies.

The big picture: Facebook has lagged its tech-behemoth brethren from the year it first entered Harris' list in 2013. But the latest rank represents a new low.

  • It ranked especially low in some of the individual characteristics that make up the overall score, including citizenship, ethics and trust.
  • Google and Apple have also seen their previously sterling reputations tarnish, though not as severely as Facebook's.

Amazon, which fell from the top position to second place in the Harris poll, is coasting serenely above the privacy-controversy maelstrom.

  • That could be because customers hold a different set of expectations for what is essentially a store, compared to a platform like Facebook or Google where people mingle, share and argue.
  • As Amazon's Echo smart speakers and Alexa voice assistant move the retail giant into homes, it's likely to face more privacy challenges.

The bottom line: Facebook hasn't suffered too much damage from all of the scrutiny so far — there's no sign that masses of users are deleting their accounts. But the reputational damage could become a problem if it starts having an impact on how much time users spend on Facebook and how much they share.

Methodology: The Axios Harris Poll 100 survey was conducted November through January in a nationally representative sample. One group, 6,118 U.S. adults, was asked to identify the two companies they believe have the best and worst reputations. Then, the 100 “most visible companies” were ranked by a second group of 18,228 adults across key measures of corporate reputation.

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  2. Vaccines: Omicron adds urgency to vaccinating world — Omicron fuels the case for COVID boosters — Moderna loses patent battles tied to COVID vaccine.
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Prosecutors charge parents of Michigan school shooting suspect

Photo: Scott Olson/Getty Images

The parents of a 15-year-old accused of killing four students and wounding seven other people at a Michigan high school have been charged with involuntary manslaughter, according to court documents.

Driving the news: James and Jennifer Crumbley were each charged with four counts of involuntary manslaughter.

4 hours ago - World

Putin to demand legal guarantee against NATO expansion in call with Biden

Biden and Putin meeting in Geneva in June. Photo: Mikhail Metzel\TASS via Getty Images

Russian President Vladimir Putin is demanding a legally binding guarantee that NATO will not expand east — including to Ukraine — and plans to raise the issue in an upcoming phone call with President Biden, according to the Kremlin.

Why it matters: Russia has massed more than 94,000 troops on the border with Ukraine and could be preparing for a large-scale invasion at the end of January, Ukraine's defense minister said Friday.