As usual with the Nordic earnings period, Investor was first in line to give their Q3 presentation earlier this week. Next week approximately 130 Nordic companies will be fighting to get the market’s and business media’s attention about their results (at least if it is positive). This can be a mission impossible, especially if your company not are included in the OMX Nordic 40 index.
By using a cross media approach i.e combining printed and online media as press releases and webcasts with social media channels the odds are quite big that your report will reach a larger audience, especially if you are a small or mid cap company.
This is what you can do:
Twitter: Send a tweet with an invitation to your web or audiocast, linking to the IR website, follow up with a reminder 1-2 days before the presentation starts. Then write a tweet highlighting keypoints linking to the published report or presentation. A more advanced approach is to send live-tweets (maximum 10) during the presentation, using #, invite users to send questions and tweet the Q&A session.
Below you will find some examples of earning tweets:
Slideshare: By publishing the presentation on SlideShare you can reach millions of users. After just one day 400 viewers could have seen your presentation. A very smart function with SlideShare is “related presentations”. If you for example have tagged your presentation ”pulp and paper” or with the name of your peers, your presentation will be suggested to the viewer if they have been viewing another company in your industry.
Nordnet is one example that has published their Q1 presentation on Slideshare:
YouTube: If you webcast the presentation or have a CEO/CFO interview published on the company’s website, the interview will attract more viewers if published on YouTube. Webcasts and video interviews are costly and therefore it is important that you use and re-use material to get the best value. Watching a video with the CEO or CFO explaining the highlights in the report will generate higher trust than reading a PDF about the results.
Ericsson use their YouTube channel frequently to publish videos with CEO and management.
How to handle the legal risks?
The same risks as using print or online media exists in social media; sending out a release to early, having a CEO not answering “unpleasant” questions in a live webcasts etc. But as long as you reuse already published material, linking to the IR website, the risks are quite limited.
You should also measure the outcome of your social media activities. Analyse if you are driving more traffic to the IR web and from which channels the traffic is coming, (Twitter, YouTube etc.)
And if you have a good investment story there is a greater chance that you will be published in printed business media as 80 % of journalists use social media to source stories (Cision’s 2010 Social Journalism Study)