Why Social Media Should Be Part of Your IR Strategy
If your investor relations team is still on the fence about social media—it's time to give this a second look.
While your regulatory press releases, earnings webcasts and IR website might get the disclosure job done, leveraging social can bring enormous benefits to your IR team's effort, including greater visibility with analysts and journalists, deeper connections with your shareholders and multiple channels to help attract new investors.
And if you need to put a number on it, consider these two statistics:
- 85 percent of investors check LinkedIn once a week.
- 30 percent of institutional investors gather information on social media that impacts investment decisions and recommendations.
If you're ready to inject some social into your IR strategy, here are just a few things to keep in mind before you take the plunge.
Choose the Right Network
Social media isn't a one-size-fits all solution. It's important to keep in mind that different networks drive different types of engagement—and have different types of users.
If you're a consumer brand, it will make the most sense to leverage Facebook and Instagram, while most B2B organizations stick to Twitter and LinkedIn.
If you're unsure, have a look at where your peers are publishing—this will allow you to preview the type of content being posted as well as the kind of engagement you can expect from users.
Connect the Dots
The most important thing to consider as you bring your IR program onto social media is that it's highly likely that your larger company already has a social presence.
Align with your marketing and/or public relations teams to understand if there are existing channels to leverage and to ensure your communications will be on brand and on message.
Some companies try to consolidate as much as possible and have a single feed or profile on a given network—combining all their PR, marketing and IR content.
Others prefer not to “cross the streams” and have dedicated IR pages on Twitter, for example. It comes down to the types of communications your company already publishes to social media, and both tactics can be equally effective.
Once you're set up and sharing content, don't forget to close the loop by including links to your social presence on your IR website.
Keep an Eye on Metrics
These days, it's never been easier or more cost effective to track your social presence.
Your colleagues in PR and marketing are likely to have a social media monitoring solution already in place to keep track of the conversation happening around your brand.
Set clear goals for your IR team around metrics like reach and engagement, so that you can keep a regular pulse on your traction as you grow your social IR presence.
There’s never been a better time to expand the reach of your IR team and broaden the conversation around your IR strategy.
Check out our recent e-book that shares more ways to transform your IR communications.
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