The 2017 Social Divide: How ASX-Listed Companies Are Using Social Media For Financial Reporting
April 3, 2017
By FTI Consulting
The fifth edition of our Social Divide Index reveals that ASX 100 companies are sharing more and better financial results related posts on social media. In doing so there is significantly higher levels of engagement than ever before. There was also increasing stakeholder appetite for receiving results-related communication via social media channels. We recorded a 64% increase in interactions with results content in comparison to 2016.
This increase has not been uniform – the top five performing companies were responsible for 54% of all engagement with results posts, highlighting a gap among ASX constituents.
However the best performing companies are working smarter, not harder, at communicating their results on social media. In our report we uncover the tools and techniques used by firms to extend the longevity of their content, increase the appeal of posts, and fully leverage the stakeholder engagement opportunity presented by results announcements.
Overall, the number of companies that communicated their latest half or full year results on social media increased by 10 to 53, and the number of results-related posts on the three platforms we examined increased only slightly from 224 to 259.
Our research evaluated three components of results-related social media presence – volume, quality and impact. Scores were allocated for each component, combined to an aggregate score.
Based on our analysis, the Top 20 companies using social media for financial reporting for the 2016 report season were:
National Australia Bank
Fortescue Metals Groups
Treasury Wine Estates
Insurance Australia Group
Tips for best practice engagement
Visuals play a vital role: While it can be tempting to go for the quick and simple option of a pre-approved corporate photo or a stock image, investment in original rich media content increases the chance of your content being noticed, read and engaged with – and ultimately increases the penetration of your messages.
Be consistent: Consistent messaging isn’t just good practice, it’s essential for companies who want to organically grow their audience. Getting into the routine of incorporating social media content as part of a broader strategy for the announcement of financial results is important.
One message, multiple channels: To ensure your message has a longer shelf-life, share the same message across multiple platforms. If your team has gone to the effort of creating engaging video content, sharing it across Twitter, LinkedIn and You Tube extends the reach of your message and targets different audiences. This allows greater leverage of the initial input and design time.
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.