A Social Divide in the City: 2017 Edition

2017 Edition: Getting the Social Ingredients Right

The 5th edition of our Social Divide index reveals that FTSE 100 companies are sharing more and better financial results-related posts on social media, assembling the right mix of social ingredients to achieve significantly higher levels of engagement than ever before. Indeed, in a clear indication of increasing stakeholder appetite for receiving results-related communication via social media channels, we recorded a 105% increase in interactions with results content in comparison to 2015.

This increase has not been uniform – the top four performing companies were responsible for 42.5% of all engagement with results posts, highlighting a gap among FTSE constituents. However the best performing companies are working smarter, not harder, at communicating their results on social media. In our report we uncover the tools and techniques used by firms to extend the longevity of their content, increase the appeal of posts, and fully leverage the stakeholder engagement opportunity presented by results announcements.