A new study discussed over at @CharleneLi's blog caught my attention today. First off, a hat tip to the top 3 brands (Starbucks, Dell and eBay) who have had their fair share of criticism and storied pasts when it comes to online reputation attacks. The fact that these brands now hold

top position when evaluated on successful models of outreach and engagement makes this more than just an inspirational turnaround story for online brand reputation.

No doubt that the study's link to financial prosperity through social media engagement also makes for uplifting news in a tough economic climate. However, even more uplifting is this idea that Web audiences have the ability to forgive. Brands who fix their eyes and ears on circumstances brought forward by Web audiences, listen, address concerns, and build models of outreach on consumer and public demands are the ones who seem to be capturing the attention and imaginations of Web audiences.

Perhaps the past is what guides their path towards enlightenment and nimble prosperity in social Web channels. And while there is something to be said about their hard work, commitment and determination, the main storyline ought to be about the self-regulating aspects of the social Web - namely, its willingness to wipe the slate clean when brands have demonstrated a capacity to accept responsibility and to make the necessary changes called out by Web audiences. It is a pardoning element which appears to be seeking forgiveness as a permanent replacement to the brand of vengeance which continues to riddle courtrooms, public-policy and global voices of advocacy whose rancorous debate often leads to violent action.

Congratulations to all the brands who made the list. It would appear most fitting to quote Joseph Thornley from a comment recently left here on a related topic describing Dell's model of outreach: "they are the model that other companies should aspire to replicate."

Here is the top 10 list:

1. Starbucks (127)
2. Dell (123)
3. eBay (115)
4. Google (105)
5. Microsoft (103)
6. Thomson Reuters (101)
7. Nike (100)
8. Amazon (88)
9. SAP (86)
10. Tie - Yahoo!/Intel (85)

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