Yes! Really! Social Media is ideal for investor relations. Don’t think for a moment that investors, shareholders, analysts and bankers don’t use social media to inform, chat and learn about the performance of publicly traded businesses. Case in point, IR Magazine now has a page dedicated to the ‘latest social media articles’.
For many publicly traded companies, they miss crucial information from those who are talking about their stock performance, and are missing opportunities to engage and learn valuable insight prior to earnings calls and press briefings.
There are five key areas to your social media investor relations plan.
Listen – You must have a robust social media listening tool such as Engagor that can hear the buzz and chatter around what bankers, analysts, shareholders, and would-be investors are saying about your business. They will not only discuss your share price, but also your profits, new products or services and any upscaling or downsizing of the business. This insight can help your messaging in corporate announcements and earnings reports, to help dispel any myths or fears about the company.
Identify Influencers – Once you have a good three months of listening data, you will start to see trends. Certain analysts will follow you more closely than others, certain banks will do the same. Many times these influencers will be the same people your IR department and Corporate Comms department speaks with, but we are starting to see more and more foreign investors using social media to engage and develop opinions of companies through social media.
Twitter – By far Twitter is the preferred social media platform for analysts, shareholders and investors when ‘talking finance’ about publicly traded companies. It is important that your business has a dedicated ‘Group’ Twitter feed. This feed should be used to promote the overall business, share news about its latest products and service that will empower the company to grow. This is not a consumer Twitter feed, so no sales messages or gimmicks. It should provide company business updates, such as a new CEO or a CFO.
Earnings Events – This is one area that is typically underutilised with big businesses. Quarterly, half yearly and annual earnings events are a great opportunity to learn what people are saying about your company’s performance and to share key messages. Typically results are released to the markets via wire service, then a couple hours later there is a call with the CEO and CFO and the media. This two hours is very valuable as investors, shareholders and analysts are tweeting their thoughts on your results. Gathering this information and providing it to your CEO and CFO before the call gives them cannon fodder for potential questions on those calls.
Engage – Plan ahead! Once your CEO and CFO are on the call and your webinar starts for your earnings report, Tweet key messages you want to get across to your investors, trade journals, analysts and shareholders from their speech prior to taking questions. You will be amazed at the number of ‘retweets’ and ‘likes’ you will receive.
These five tips are a quick and easy way to help boost your investor relations, keeping investors informed, helping your CEO and CFO stay abreast of trending information on stock performance, and to engage with your audience.
We are a world leading social media consultancy, marketing and customer care agency. This blog will keep you up to date with relevant business social media industry news and tips on how to progress your company by using social media.