The Social Divide and the ASX: Engagement is Soaring
November 9, 2017
By FTI Consulting
In the 6th edition of FTI Consulting’s Social Divide Index, our findings reveal that audiences are engaging significantly more with ASX 100 companies who communicate their financial results on social media. Compared to our previous report, we recorded an impressive 117% increase in interactions with financial results content.
The increase is heavily weighted to the top five businesses, who account for 69% of the total number of engagements, showing a real gap between ASX 100 companies and a huge opportunity for those not taking advantage of social media channels when publishing financial results.
While social media strategies can seem daunting for companies who have yet to fully adopt this approach to communications, our winner in this edition is an excellent example as to how a little bit can go a long way when it comes to social – having achieved an outstanding 15,183 interactions in its first time ever using social media to report on financial results.
Overall, the number of companies that communicated their latest financial results on social media increased from 53 to 59, and the number of results-related posts on the three platforms we analysed increased from 259 to 303. Twitter continues to lead the way as the social media channel of choice, while the use of LinkedIn increased during this reporting period and YouTube remains remarkably underutilised.
In this report, we take a look at the tools and techniques that businesses are using to extend the reach of their content and provide a guide on best practices that will make audiences want to engage with your business.
FTI Consulting’s Index Ranking
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 this period were:
Commonwealth Bank of Australia
National Australia Bank
Insurance Australia Group
Treasury Wine Estates
Lessons for Results Announcements and Beyond
Tell an interesting story
Social media is full of other people shouting news – yours needs to be interesting enough to stand out from the crowd. What’s your hook?
Keep it simple
Concise and clear communication is key to improving engagement rates of financial reporting.
A lot of corporate brands use social media as a broadcasting tool – social media is meant for being social.Being social on social media will help
your business appear in more news feeds and, in turn , expand the reach of your messaging.
Invest in great content and then repurpose it
A defined content strategy will ensure your corporate messaging stays on track and resources aren’t wasted.
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.