I think the question is too broad.

Which type of organization? Evaluate their brand? Check Facebook comments and see how many are negative. The efficiency? Some sites provide a forum for NGOs to provide transparent information on how much they got done with their money.

What is reputation? Some would rather be feared, others would rather be loved, others would rather be praised for efficiency.

The organization itself will be most interested in how their reputation is aligned with organizational objectives, such as a mission statement.

I think you are asking about a tool where reputation is evaluated as "good/bad". But for one person that will be the technical quality of the product and for another it will be the level of ethics in their supply chain.

Thanks Nathan, I understand from your answer that one can evaluate the reputation of an  organization such as an airport by considering the organization's objectives in the customers' comments ( whether negatively or positively) on social media. then we can evaluate the credibility of each objective on the ground. I am asking for a model that I can follow to make such evaluation especially that I do not know how to rank the objectives

Hi,

Use a constructionist grounded theory model (K. Charmarz) and collect your data with MAXQDA.  MAXQDA will allow you to score or code emails, online discussions etc providing you with a research framework.  An interpretive framework that I current use is Complexity Theory and this would work for your area of research.  This is not a tested model for your specific question but the components i have outlined will allow you to explore your question.

thanks Keith for the tip, I will check these tools out