ASX 100 Social Divide 2020: Strong performers are leading from the front

The 9th edition of FTI Consulting Australia’s Social Divide Index revealed that ASX 100 companies posted less on social media to communicate their financial results this year, yet audiences were more engaged. 

LinkedIn led the way as the social platform of choice for announcing financial results, with 61 of the ASX 100 active on this platform. Twitter use decreased from 48 companies last year to 46 this year while YouTube use declined in use from 17 companies last year to only 14 this year.   

The disruption of the COVID-19 pandemic led to a 21% decline in the volume of company posts on social media about financial results – and while companies posted less, audiences were more engaged than ever, with an increase in overall engagement numbers (compared to the number of engagements in 2019). Our analysis presents this year as a missed opportunity for organisations who had limited social media use, whilst organisations that invested in the opportunity were able to communicate with a wide range of stakeholders during this time of disruption.  

Whilst both retail and institutional investors remain an essential audience for the ASX 100 – this year also presented an opportunity for corporate leaders to build trust with a wider range of stakeholders due to the ongoing pandemic.  During periods of disruption it is critical for organisations to ensure their results and associated messaging are absorbed by their key audiences. Those that did not engage in social media may have inadvertently damaged their corporate reputation by failing to plan and engage online in a meaningful way.   

Download the Social Divide October 2020 Edition