December 6, 2018 By FTI Consulting
The 7th edition of our Social Divide Index shows that ASX 100 companies are recognising the value (or inevitability) of two-way communication with investors and stakeholders afforded by social media. In 2018 fifty-five per cent used social media channels to communicate financial results.
For the first time, LinkedIn overtook Twitter as the social platform of choice for sharing company financial results, with half of the ASX 100 making use of the popular professional networking platform. Twitter use dropped from 48 companies last year to 39 this year while YouTube use continues to grow steadily from 10 last year to 15 this year.
More than ever, there is the expectation that listed companies are active across a broad range of online platforms, delivering engaging and creative insights into their businesses. From infographics, research findings, and opinion pieces, to key announcements delivered via high quality video – companies are engaging in a variety of ways with their investor audience.
With public scrutiny at an all-time high, investors are eager for meaningful insights from leadership, to understand the direction and strategy as communicated by senior leaders – and they don’t just want to hear from the CEO, there is a growing demand to have access to other leaders and influencers within the business.
Based on our analysis, the Top 20 companies using social media for financial reporting this period were:
Our analysis highlighted that many companies this year weren’t maximising the potential reach and impact of their messaging by not syndicating their results across their multiple channels and accounts. Repurposing content is the simplest way to generate the most value from each piece of content. There are two key benefits to adopting this approach; firstly, you are able to maintain a level of consistency in your communications across channels, and secondly, you are able to maximise your message’s reach to a variety of stakeholders who are inherently associated with different channels.