Mobile networks fared badly in the latest Kaizo Advocacy Index, a bi-annual audit of online reputation, based on an analysis of digital news and social media outlets.

Waitrose (48 per cent) emerged as the highest scoring brand, followed by Weetabix (37 per cent), Lenovo (32 per cent) and Virgin Atlantic (31 per cent). Airlines were the worst performing brands, with Ryanair in last place on -51 per cent, followed by BA on -20 per cent, and BMI on -16 per cent. But Orange and T-Mobile were only just ahead of BMI on -11 per cent.

Iinnovative product launches and exclusive deals were the main source of positive comments in the mobile sector. For sector winner Vodafone (7 per cent), the launch of Webbox, an affordable device that brings the internet to consumers’ existing television sets, coupled with an exclusive launch deal with the Samsung Galaxy tablet, helped steer conversations away from widely-reported accusations of tax dodging.

Meanwhile T Mobile’s score fell from the last report and the brand is now languishing at the bottom of the sector alongside Orange, with whom it recently merged. With customer complaints about poor service, and a number of these blaming the merger, both brands need to address this issue. O2 and 3 finished in joint second place on 5 per cent.