Social Media & IR Website Best Practices Webinar: Replay & Highlights
28 June 2012
On Tuesday, June 26th the NYSE held a webinar, which featured Q4’s CEO, Darrell Heaps, talking about best practices for corporate IR websites and social media.
In order to listen to the replay and download the slides, if you didn’t previously register to listen to the live webinar, you’ll need to in order to listen to the archive. Click here to register.
You can also download the presentation (without audio) from SlideShare:
Now for some of the HIGHLIGHTS:
Are Investors Using Social Media?
Using research that was conducted by Rivel Research Group, Darrell provided insight into some of the latest trends regarding social media use on the buy-side:
- Investors from all over the world are using social media to varying degrees with North America being the clear leader.
- Corporate blogs are the main channels they use to investigate a company. The second and third most used channels are Youtube and LinkedIn.
- The same group surveyed reported that the majority of them would start using other channels like Twitter and Facebook to gather investor information in the upcoming year.
- Over the past year there has been a 40% increase in the number of companies that have a corporate Twitter account.
- 63% of those on the buy-side reported conducting further research into a company after they saw an interesting post on Twitter.
Are public companies using social media for IR?
Now that we know that investors are making use of social media to discover more about companies, just how many companies are using social for investor relations purposes? [note: the findings cited are from our recent whitepaper]:
- Twitter is the most commonly used for IR, followed by SlideShare and Facebook.
- Technology is the leading industry in social media use for IR. Followed by natural resources, then the services industry.
- Small cap companies are just ahead of large cap companies in their use of Twitter to share investor-related material (37% versus 36%). Mid cap companies have the lowest percentage of Twitter use for IR, but still a respectable 27%.
Social Media for IR Best Practices
Most companies are hesitant about getting involved with social media because it feels like a volatile space that may not bring the returns equal to the effort put into it. Darrell makes note that the first thing you have to do when getting involved with social media is understand the different channels and what their functionality is. He breaks social media into two different groups. The first group is the Social Networks, which includes:
These networks are meant to distribute information and engage your audience. They are channels that investors are frequently using for both personal and professional purposes and great place to post content to catch their eye.
The second group is Social Media, which includes:
These are the channels that you have to create content for. They require a lot more work but can give a very clear idea about what your company is and what it does. Once you have created content using these channels, it is easily sharable across your social networks. For a fleshed out, integrated social plan, you need to make sure that these different groups are working together to tell a story about your company – with the end goal of getting people to come back and stay on your website.
IR Website Best Practices
A good corporate website is a bit of a balancing act. You have to provide the content that investors are looking for like; financials, reports, presentations, and messages from the CEO. On the other hand there is a lot of information you want investors to know. Things like the story and philosophy of the company. While that may not be stuff potential investors think they are looking for, it will create a stronger relationship with investors, which is good for both parties in the long hall. Providing both of these functions is the key to having a great IR Website. Some important features your website should have include:
- A “why invest?” section-A why invest section is a great place to let people know about what you do and what separates you from other investment opportunities. It can give a face to your company, which is something that people respond to.
- Financials, Data, Stock Charting-This is the area where potential investors are most likely to visit first. Making it an interactive, easy to use area will make people want to come back again and again.
- Recorded messages-Having videos from the CEO, employees or even other investors is a great way for people to get a prospective on the culture of the company and adds a personal touch.
- Social Media Integration-Allowing for the content on your website to be easily shareable for investors is a great way to increase the reach of your content and keep your investors happy. Investors will like it because it gives them an opportunity to share information with their friends and colleagues. It is good for the company because your investors affectively become brand ambassadors and will encourage others to get involved.
It was an excellent experience and a big thanks again to the NYSE for having us!