New Era for Corporate Social Media: FTI Consulting Reveals Rising Expectations and Untapped Potential in the FTSE 100

A Decade on from the First ‘Social Divide in the City’ Report, Research Shows a Fresh Divide Emerging Between Companies “Firing on all Cylinders” Across Multiple Platforms and Formats, While Many Remain Underpowered   

Global Investors Rank the Corporate Website, the Company’s LinkedIn Page and the CEO’s LinkedIn Profile as the Three Most Influential Digital Sources Informing Their Decision-making

London, 3 July 2025 — Despite 74% of global investors stating that digital communications influence their investment decisions, only three FTSE 100 companies are firing on all social media cylinders, according to new research from FTI Consulting, Inc. (NYSE: FCN).

The report, Social Divide in the City 2025: Firing on All Cylinders, reveals that while LinkedIn adoption among the FTSE 100 is almost universal, only a handful of companies are strategically using the full combination of corporate channels, executive leadership, employee advocacy and paid amplification to power their financial communications.

This disconnect is even more surprising against a backdrop of growing investor demand for visibility and authenticity. According to FTI Consulting’s proprietary research, 99% of global institutional investors said effective digital communications are important for supporting investor relations, while nearly three-quarters (74%) confirmed that digital activity actively shapes their investment decisions.

“Social media sits at the heart of a volatile, high-stakes digital ecosystem shaped by geopolitical pressures, rising employee activism, polarised discourse and the rapid disruption of AI,” said Charles Armitstead, UK Head for Strategic Communications at FTI Consulting. “Corporate stakeholders — from investors and regulators, to customers and employees — expect real-time transparency, visible leadership and human connection. It’s clear that effective social media engagement has moved from nice-to-have to mission-critical.”

The report launch marks a decade since FTI Consulting’s inaugural Social Divide in the City report, which revealed a clear divide between the companies that were using Twitter (now X) for financial communications and those that were not. This year’s report reflects the significant shift in social media sophistication over the last 10 years, but highlights a continued gap between digital potential and actual business impact.

Andrew Williams, a Senior Managing Director in the Digital & Insights practice at FTI Consulting, said, “It’s clear that social media is an influential factor in investor decision-making. Yet, our data shows that there remains a significant opportunity for FTSE 100 companies to truly maximise the potential of their digital communications to deliver clarity and confidence at scale.”

The report analyses the social media activity of FTSE 100 companies at the time of their latest annual results announcements, a moment when stakeholders are paying close attention. Using FTI’s bespoke methodology, the Reputation Engine Index, the report It scores companies based on activity across their corporate pages, the engagement of the CEO and CFO and their use of LinkedIn advertising.

The analysis shows a growing link between strong digital communications and company performance. The top 10 companies in FTI Consulting’s Reputation Engine Index saw their share prices rise by an average of 24.6%, compared to the FTSE 100 average of 4.6% between 1 May 2024 and 30 April 2025 – a 20 percentage point difference. While good digital communications does not directly drive share price growth, the findings suggest a strong connection between transparency, stakeholder trust and long-term value.

The report also highlights a continuing “social divide,” with many firms relying heavily on organic engagement through company accounts, and missing the opportunity to connect with audiences through human-centric leadership content, targeted promotion and strategic employee advocacy. CFO engagement remains particularly low despite 79% of investors expecting the finance leader of a listed company to have a visible LinkedIn presence.

To learn more and download the report, please visit here. For information about FTI Consulting’s Digital & Insights practice click here.

Methodology

This report uses a 100-point scoring system to assess how effectively FTSE 100 companies are using social media to support corporate reputation. The score reflects performance across three measurable components of the “reputation engine”: company channels (43 points), leadership voices

(CEO and CFO visibility, 26 and 15 points, respectively) and use of paid amplification via LinkedIn advertising (16 points). These weightings reflect both the impact and measurability of each element, with the largest emphasis placed on the company’s owned presence across platforms.

Throughout the report, FTI Consulting use companies’ latest annual results (covering the period from 1 May 2024 to 30 April 2025) as a lens through which to assess corporate reputation. This is a moment in the calendar that applies universally across the FTSE 100, offering every company the opportunity to communicate its story, showcase its performance and reinforce key strategic messages. It also represents a rare point in the year where corporate communications are relevant to the full spectrum of stakeholders, from investors and analysts to employees, customers, policymakers and the media.

About FTI Consulting

FTI Consulting, Inc. is a leading global expert firm for organisations facing crisis and transformation, with more than 8,100 employees located in 33 countries and territories as of March 31, 2025. In certain jurisdictions, FTI Consulting’s services are provided through distinct legal entities that are separately capitalised and independently managed. The Company generated $3.70 billion in revenues during fiscal year 2024. More information can be found at www.fticonsulting.com. 

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