A growing number of large companies are failing to manage their digital strategies effectively.

Research compiled over the last 12 months by the 2012 Financial Times Bowen Craggs Index assessed 81 of the largest companies within the FT Global 500 in terms of their use of digital channels.

Amongst the worst performing sectors is IT, with a number of companies failing to translate expertise in consumer technology development into coherent digital corporate communications.

Technology giants such as Apple, Google and Hewlett-Packard are each named as having dysfunctional digital corporate communications, with Apple’s efforts described as “fragmented and content poor”.

David Bowen, senior consultant at Bowen Craggs & Co, commented: “The Index clearly shows some massive companies taking risks with their reputations by failing to understand this. There should be real worry about this right up to Board level.”

In contrast, the energy, pharma, tobacco and mining sectors lead the way, making up half of the top 20 companies.

The continual threat of operational crisis for corporate giants in these sectors has prompted many to innovate and develop high-quality, dynamic digital content strategies.

Shell was top of the table for its first rate content for all stakeholders and better social media integration, while BP gained second place, remarkably for a site that is almost 10 years old.