At a time when investors say they find digital communications more insightful and more motivating than traditional communications, research by FTI Consulting shows that only a small number of the FTSE 100 are effectively using Twitter to support their financial communications.
2013 brought into focus just how social media can move markets and impact on reputation and it comes as no surprise to find 90% of FTSE 100 companies are active in some capacity on Twitter, the principal social media channel for news and corporate communications.
However, when examining the UK’s largest quoted companies more closely, it was found that new patterns emerging around Twitter as a financial communications tool.
The research showed that over half (52%) of FTSE 100 companies used Twitter to share their latest, half, or full year results in 2013, amounting to 431 results related tweets overall, some supporting a positive narrative and others helping to defend below expected numbers.
Just as 40% of global institutional investors seek information from third-party influencers via social media and 13% of investors look for information directly from companies on social channels, half of all companies in the FTSE 100 are not using Twitter as a results communication tool.
