A Social Divide in the City III
Online Financial Communications: Biannual FTSE 100 Performance Index
In January 2015 FTI Consulting evaluated the performance of FTSE 100 companies on social media at the time of their latest financial results announcements. For the first time, our research covered company performance on the two social media networks most relevant to corporate communications – Twitter and LinkedIn. We also evaluated three components of results-related social media presence – volume, quality and impact.
We found that 38% of FTSE 100 companies did not share their latest full or half year financial results on social media. This is an improvement on six and twelve months ago, when 41% and 48% of companies did not share their results on Twitter.
Companies that are embracing social media are seeing good levels of engagement, with 95% of results-related posts receiving ‘likes’, ‘favourites’, ‘retweets’ or ‘shares’. BP’s posts were most effective, resulting in 532 interactions.
Despite this positive trend, our research suggests that most FTSE 100 companies use social media to broadcast pre-planned messages, not to engage with their audience in a live dialogue –the majority of companies didn’t interact with stakeholders online, respond to questions, share coverage, or ‘retweet’ commentary.
Find out who crossed the ‘Social Divide’ and who missed the opportunity to connect with stakeholders at a critical time.
Research was completed by FTI Consulting in January 2015. The team analysed the Twitter and LinkedIn feeds of all FTSE 100 constituents, focusing on the tweets and posts that are directly related to their most recent annual or half-year results announcements. In total, 413 posts and tweets were analysed, all of which were published the day before, on the day, or the day after the announcements.
We recognise that an announcement of one set of results might be different to an announcement of another set of results, or that a company’s performance online in one month might be different to its performance ten months later. Therefore this study compared results that are most similar and close to each other in time – annual and half year results.
The data covered the most recent set of annual or half-year results for each company prior to Wednesday 31 December 2014. The companies included were the constituents of the FTSE 100 index prior to this date.