Another year, another deep dive from FTI Digital, as we delve into the FTSE 100’s latest use of social media for results reporting – this week we launched 2018’s Social Divide in the City report. This, our sixth time reviewing the FTSE 100, produced some very interesting findings (even if we say so ourselves), and we thought we’d have a slightly deeper delve into a few of the points included within the report.
While 73 companies are now utilising social media to communicate results, a breakaway group is pulling away from the peloton (you’ll understand the bicycle theme now). We’ve dubbed this group the 1,000 Club – the high performers of corporate social media, led by Diageo and BP, who generated 1,000+ engagements with their results content. A combined audience of over 37 million followers for the FSTE 100 across Twitter, LinkedIn, YouTube and Instagram – that’s lots of eyeballs on how you present your results.
LinkedIn has become an increasingly important platform, especially in terms of driving engagement. The high probability that audiences on LinkedIn are drawn from employee base and corporate or investor audiences makes this engagement all the more significant. Unsurprisingly, those that triumphed on LinkedIn featured in the breakaway pack at the top of our leaderboard.
Beyond financial reporting, clearly you don’t need us to tell you that LinkedIn is a crucial communications channel for individuals, companies, and wider organisations. Last year the platform finally caved to frustrated channel managers everywhere, and introduced more comprehensive back-end analytics for company pages (although the transparency and oversight of content performance still lags some way behind other platforms).
Increasingly, too, it’s becoming a platform for conversations – LinkedIn’s own data released recently identifies not only the most discussed topics (unsurprisingly comprising of leadership, management, business, and sales), but the major growth conversations include change readiness, direct banking, and industry analyst relations. A platform that had previously been referred to as “a running joke”, LinkedIn has found a new lease of life – and if it means we all spend more time on-platform, Microsoft’s $26bn purchase right at the back end of 2016 may start to look like a good call.
The growing influence of Instagram was reflected in this year’s Social Divide, where we included Instagram data into the research for the first time. 70% of the 73 ‘socially savvy FTSE’ have some form of Instagram presence, with seven of these utilising the platform to highlight financial results. Diageo, our leader on the platform, was also top of the class overall, showcasing well-designed imagery and further engaging with stakeholders whilst other organisations, including Aviva, used the platform to provide a behind the scenes view of results day.
It makes sense that companies are using Instagram to communicate financial results – increasingly it’s where audiences are spending their time. New data released this week shows how under-25s spend around 32 minutes a day on Instagram stories; this number remains high (24 minutes a day) if you happen to be born before 1993.
And for those innovating on Instagram, there will be more opportunities coming up. Continuing attempts to claw away (even more) market share from Snapchat and Whatsapp, users can now send ‘Instagram Direct messages’ which allow a Mission-Impossible style self-destruct after one view – no data yet on whether this will also increase the use of certain emoji…
Also This Week
In One Tweet, Kylie Jenner Wiped Out $1.3 Billion of Snap’s Market Value – Bloomberg
MPs moving private phone chats from WhatsApp to Confide – BBC
Snapchat launches Bespoke AR lenses in the UK – The Drum
How to do the Instagram “get to know me” GIF Challenge everyone is losing it over – Hello Giggles
Snapchat’s Ecommerce Strategy Hit a New High When It Sold Out the New Air Jordans in Minutes – AdWeek
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.