Organizations and Stakeholders


Social media and investor relations

investor relations handshake

google images

Investors are key stakeholders to any organization, and it is important to keep the communication lines open. Companies using social media are starting to adopt social media platforms for shareholders as well as customers and employees.

Q4 Web, software that helps corporations manage content and disclosure, gives great examples of the tools you can use social media for IR such as RSS feeds, web site monitoring, and online newsrooms.

What are the benefits of using social media for IR?
• Have control over web disclosure
• Be more transparent to the SEC and in compliance with Reg FD updates
• Have more communication vehicle to disseminate information
Report records and analytics

IR social media platforms in the works
While some companies are waiting to see how other companies have applied social media to IR, other companies like Sun Microsystems, Dell, and eBay are a few early adopters of using social media for IR.

sun-microsystems

Sun Microsystems uses social media for IR. google images

Sun Microsystems has an “Official Investors Communications Portal” that highlights everything from CEO webcasts to Sun stockholder information. Sun Microsystems does not have a separate Twitter page for investors, however, the Sun Microsystems Twitter page updates followers in what software the company has recently invested.

Dell has it’s own IR blog, DellShares, that includes posts about Dell’s earnings, acquitions, and analytics. The blog moderators encourage positive and negative feedback on the site and will respond to comments. DellShares also has its own DellShares Twitter page. The following video is Dell CFO, Brian Gladden, discussing Dell’s Q4 earnings.

ebay logo

Ebay also uses social media for IR. google images

eBay, the Grand Central Station of online shopping, has an IR blog, eBay Investors. This site reports quarterly earnings, stock quotes, and presentations from various webcast events.

Don’t put all your eggs in one basket
A key theme to adopting a social media platform is to add lines of communication. You probably shouldn’t replace your traditional IR communication platform with social media. The social media is just another way to help your organization be more transparent to investors and the SEC.

Is your organization ready to use social media to interact with shareholders?


News Organizations using social media

msnbc social media sign-ups

msnbc.com

I woke up this morning and as I ate breakfast, I updated myself with the happenings of the world by checking CNN. Another massive earthquake strikes — this time Chile is the victim.

The first item I clicked on was a video about an American Idol star who was in a hotel about 100 miles from the epicenter of the earthquake. He had been sending Tweets about he earthquake since it hit. CNN kept an eye on his Tweets and shared them with its online audience. My personal Twitter page is full of Tweets about the earthquake’s rising death toll, tsunami waves in Hawaii and the like.

How are news organizations using social media?

It’s not news (pun intended), that consumers are a rising influence on any organization, and the news companies are not excluded in this trend. Traditional media sources have turned to online and mobile social media to build trust, develop relationships, and interact with audiences. For example, ABC News has its own Youtube channel where people can watch clips and comment on past news shows. On the MSNBC Web site , people can get MSNBC news sent to their mobile phone, follow it on Twitter or subscribe to its podcasts, RSS feeds or e-mail alerts.  The San Francisco Chronicle Web site links to its staff blogs on its homepage.

Who’s helping whom?

I can’t help but wonder if the news organizations or audiences are benefitting more from the adoption of social media. Personally, I usually find the updates on Twitter from news organizations to be much more helpful than even scanning through headlines on news websites. I also find that every news organizations allows people to subscribe to any kind of feed to get more people soaking in more information from the network.

Do news organizations and social media have the same core values?

On the surface, American journalism and social media have the same core value of democratization of information. Both serve as fast resources of information for the world. Where they might differ is that a core value of journalism is to give accurate, fair information to the publics. Since social media content is generated from individuals looking at their computer or mobile screen, the information is going to be perhaps less accurate and more biased. Journalists can still use social media as more resources to obtain news or just hear what their audience has to say.

News organizations have a new code of ethics for social media

In 2009, many media corporations like The Wall Street Journal and the Washington Post adopted ethical guidelines for using social media like Twitter. The rules seemed to generally encompass issues such as:

  • Don’t talk about a story before it’s been published
  • Don’t talk about how a story was obtained or written
  • Don’t mix your personal life with work that will damage the organization’s reputation

To me, the list seems extremely similar to the classic Journalism code of ethics.

Long-time journalist, editor, and journalism professor in New York, Jeff Jarvis, disagrees with some of the adopted ethics policies in his blog post. He says the journalists would miss an opportunity to interact and work with the public to get news, which is the point of using social media like Twitter.

For more information on how news organizations use social media visit…

The Niemen Foundation of Journalism at Harvard blog, Let’s Talk: Journalism and Social Media.”