Influencers Surveyed Say Corporate-Run Digital Platforms Leave Them Wanting
Study Finds Investors and Media Are Lost in the Social Clutter: Investor
Relations and Corporate Communications Must Work in 'Lockstep' to Engage
WEST PALM BEACH, Fla., Nov. 15, 2013
WEST PALM BEACH, Fla., Nov. 15, 2013 /PRNewswire/ --FTI Consulting, Inc.
(NYSE: FCN), the global, business advisory firm dedicated to helping
organizations protect and enhance their enterprise value, today announced the
full results of the firm's Digital Engagement Study, which evaluates the
digital and social media practices of institutional investors and financial
and business media professionals. Conducted by the firm's Strategic
Communications segment, the research findings emphasize the need for
companies' investor relations (IR) and corporate communications functions to
operate under a unified digital strategy and the importance of leveraging
online influencers as a means to amplify company messages via social media
(Photo: http://photos.prnewswire.com/prnh/20131115/NY17529-INFO )
Findings from the FTI Consulting study underscore a disconnect between how
media and investors prefer to consume information, and how companies currently
disseminate information. While 88 percent of media and 50 percent of investors
agree or strongly agree that breaking news via "social media" (e.g., Facebook,
Twitter) is useful, only 41 percent of media and 13 percent of investors are
able to locate relevant corporate information online.
"The proliferation of digital communications has resulted in a surround-sound
ecosystem," says Bob Knott, Senior Managing Director and Americas Head of the
Corporate Communications practice in the Strategic Communications segment at
FTI Consulting. "An organization's ability to narrowcast its communications to
discrete stakeholder groups is gone, and it is not coming back. Companies' IR
and corporate communications functions must now — more than ever — work in
lockstep, and leverage a variety of real-time platforms to communicate
critical business information to its key audiences, which include media and
According to the firm's survey, 92 percent of media and 89 percent of
investors turn to "corporate-owned platforms" (e.g., newsrooms, IR websites)
when evaluating a company. Fifty percent of media find both webcasts and
posing questions directly to a company on social media channels to be equally
valuable resources, underscoring the significance of a multi-channel approach
to sharing corporate news (versus 16 percent of investors).
The study also underscores the importance of "content vehicles" (e.g., press
releases, infographics, videos) in amplifying corporate information. It finds
that media are partial to "rich content" (e.g., videos, infographics, blog
posts), with 78 percent identifying "rich content" as somewhat or very useful.
Although both audiences still deem "traditional formats" (e.g., press
releases, SEC filings) valuable, investors find "traditional formats" 18
percent more credible than "rich content" vehicles (versus 10 percent of
media). Therefore, organizations must remain vigilant in executing both
traditional and digital communications under a unified corporate approach to
resonate with its full network of stakeholders.
Overall, investors still deem "third-party, financial influencers'" (e.g.,
financial and business media, other institutional investors, proxy advisers,
sell-side analysts) social content twice as valuable as company-generated
social content. Fourteen percent of investors access company-generated content
directly on social media and 40 percent of those same investors seek social
content from "third-party, financial influencers".
"As further substantiated by the study, when orchestrating a company's
communications strategy, it is important to recognize that media and investors
engage on social media in different ways," says Elizabeth Saunders, Senior
Managing Director and Americas Chairman of the Strategic Communications
segment at FTI Consulting. "Given the wealth of digital content available to
investors today, they're increasingly seeking original perspectives from
financial influencers via social media. Consequently, it's imperative that
companies build strong relationships with these third-party stakeholders,
media included, to move the needle with investors on these growing digital
For more information, visit: http://fticonsulting.com/digitalstudy.
The Strategic Communications segment at FTI Consulting conducted an online
survey among institutional investors and financial and business media
professionals between Oct. 3 and Oct. 24, 2013. The survey sample consisted of
201 global institutional investors (e.g., analysts, portfolio managers) and 41
global, financial and business media professionals (e.g., bloggers, editors,
About FTI Consulting
FTI Consulting, Inc. is a global business advisory firm dedicated to helping
organizations protect and enhance enterprise value in an increasingly complex
legal, regulatory and economic environment. With more than 4,100 employees
located in 25 countries, FTI Consulting professionals work closely with
clients to anticipate, illuminate and overcome complex business challenges in
areas such as investigations, litigation, mergers and acquisitions, regulatory
issues, reputation management, strategic communications and restructuring. The
company generated $1.58 billion in revenues during fiscal year 2012. For more
information, visit www.fticonsulting.com and connect with us on Twitter
(@FTIConsulting), Facebook, and LinkedIn.
SOURCE FTI Consulting, Inc.
Press spacebar to pause and continue. Press esc to stop.