1 big thing: Facebook's reputation is sinking fast

Facebook's reputation took a deep dive over the past year, staggering under an avalanche of controversies, according to the new Axios Harris Poll 100.

Why it matters: Other tech giants, including Google and Apple, have seen their reputations decline as well, notes Axios tech editor Scott Rosenberg. But Facebook's especially steep drop in the new poll suggests that the social network may be uniquely vulnerable to a loss of public confidence.

Flashback: In case you have forgotten, 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.

Go deeper: Check out our full exclusive poll on all 100 companies plus see our methodology here.