As the new year begins, it is interesting to see the market start to understand what we do at ProActive. Rather than sell ourselves, let's see what Forbes thinks:
"The benefits of social media far outweigh the risks. By establishing the right guardrails, it can be a hugely rewarding journey.
- Expand breadth and depth of engagement
Companies are communicating with customers, prospects, stakeholders, thought leaders and other businesses worldwide at lightning speed using social engagement tools like Twitter, Facebook and LinkedIn. By taking advantage of these same tools for real-time, two-way social IR, companies can better understand what matters to investors. And by employing innovative tools like StockTwits, IR pros can pinpoint messaging and target IR engagement, overcoming the primary issue of information glut on the internet. By meeting members of the investment community where they are and on their terms and increasing distribution through a unique set of tools beyond the newswires, companies can expand their reach exponentially as well as monitor their presenceto better understand impact of this engagement.
- Provide accurate, timely information
Investors live and die by the accuracy and timeliness of the information they receive. Precise, timely data is vital, especially in volatile or emerging markets. Initially, companies might be wary of social media due to fair disclosure and other regulatory concerns; but when used correctly, these channels provide a standardized platform and method of outreach. Accurate, relevant information about a company’s performance can be delivered in a timely, cost-effective fashion to customers, prospects and investors alike. Social media is one of the cheapest, fastest ways to disseminate news that matters and still meet the demands of fair disclosure.
- Establish authenticity
Authenticity and investor relations? You bet. Communicating in a thorough, transparent fashion —whether it’s your brand’s mission and values, or quarterly financial results—creates trust. One-on-one, face-to-face meetings are the ideal way to create these relationships and build authentic connections. However, non-deal road trips are highly impractical, time consuming and expensive. I’ve discovered that leveraging video conferencing technology and inviting a personal, human element into all my meetings creates a bond with our investors and stakeholders that truly stands out and builds over time.
At the end of the day, social IR is about more than adopting new technology. It’s a shift in mindset with IR professionalstoward fosteringopen and transparent disclosure with their external stakeholders, while at the same time embracing innovation. It’s about meeting investors how and where they want and need, while carefully following the rules of engagement. Done right, social IR can be a safe and rewarding evolution of your investor relations program.