Description | - Social media channels have now become an established element of corporate communications.
- The most important platforms for IR include X (formerly Twitter), Linkedin, Facebook, and YouTube (company blog, if present).
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Purpose | - Ability to address (small) shareholders on a wider scale
- Simple and efficient instrument for announcing news
- Extensively self-administered distribution list
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Occasion | - Social media are used primarily to distribute media releases on a wider scale and in the event of important IR events (investor day, investor presentations) . . .
- . . . and for swift, simple dialog.
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Content | - Summary of media releases, link to more detailed information
- In the case of IR events (investor day, investor presentations), they are also suitable for giving advance notice, for updates during an event, and as follow-up.
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Tips | - Social media represent a «fast» medium, particular caution has to be exercised to ensure that the information distribution is correct and not published too early (compliance with ad hoc rules on all accounts, e.g. CEO accounts)
- Conduct live chats – the community can be expanded and cultivated in this way, e.g. #RiskChat with company X.
- Create your own hashtags: #InnoDay of company X – #UnlockThePotential.
- Use cashtags: Dollar signs and stock exchange symbols, e.g. $ABCD.
- Live-stream an investor day via Periscope (requires technical expertise).
- Provide sufficient resources.
- Do not forget international monitoring.
- Ensure one-voice policy and employee training
- The German IR association DIRK has published a good guide on the topic, see ➔ dirk.org/wp-content/uploads/2020/11/Best-Practice-Guide_Internet- und-Social-Media_final.pdf (German only)
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