Download the latest Q4 Whitepaper on social media for public companies.

We’re thrilled to announce our latest report on the use of social media by public companies for investor relations.  If you’d like to get right to the report you can download it here.

Last year we released two research reports on Twitter for investor relations.  At that point, our sample of 350 companies told us that 35% were using Twitter for IR, in the current report you’ll see this adoption is now at 65%.

However, it’s not all about Twitter. So we expanded our research to include Facebook, LinkedIn, Blogs, YouTube and SlideShare.  Their respective adoption rates for IR came in at:

• 37% Facebook
• 29% YouTube
• 10% Corporate blog
• 10% SlideShare
• 93% LinkedIn

Social Media Used by Public Companies for IR

We included LinkedIn because company pages are created automatically and now anyone can “Follow” any company.

What impresses me the most about the state of the market is just how many companies are using social media . We’ve included hundreds of examples in this report and we’ve literally just scratched the surface.

The complete report is 96 pages and has tons of stats, charts and web links.

Register on the landing page and we’ll email you the whitepaper right away.

We hope you enjoy it.

Let us know what you think in the comments below! Is social media for IR reaching a tipping point?

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During the session participants were provided with an interactive demonstration of how social media is helping other public companies mitigate share value erosion, dramatically increase their website traffic and broaden their reach to potential investors.  As part of his guided tour he also revealed:

• Which social networks are being adopted by companies for IR first and why.
• How these companies are using social networks and deriving value from them.
• Tips to enhance engagement and streamline quarterly reporting.

Darrell’s presentation was loaded with over 50 examples and case studies of how public companies are using social networks like Facebook, Twitter, LinkedIN and blogs to enhance their IR program.

If you’re thinking about if, when and how to integrate social media with your investor relations program, you should watch the video version of the presentation.

I’ll also be providing an overview of the session with lots of links in an upcoming blog post…stay tuned!

Sheryl

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Join us on Thursday, September 17th at 4:00 p.m. ET for an interactive discussion on social media monitoring with Richard Brewer-Hay, Manager of Social Media Strategy and Chief Blogger at eBay and Serena Ehrlich, VP Social Media, Startup Army and past president of the NIRI L.A. and Dallas*Fort Worth Chapters.

Register now and reserve your spot to hear our experts provide insights into:

1. How to sift through the volume of online conversations and help determine which ones you should pay particular attention to.
2. Identifying objectives and how that information can be used to improve your investor relations strategy.
3. Both free and paid-for monitoring tools to help you get started.

If you have any questions that you’d like us to address please leave a comment below and we’ll be sure to answer during the webinar.

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Presentation on SlideShare:

Video posted on Vimeo (approx. 1 hour long) – our apologies for the echo (only for first 5 mins.) – we had some technical difficulties 

Social Media & Investor Relations Trends from Darrell Heaps on Vimeo.

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Others are sitting on the sidelines waiting for a RegFD violation from those who are using it or direction from the SEC on specific guidelines for its use (I wouldn’t hold my breath).   

Whatever the reason – people are using social networks to talk about your company and you need to get involved in the conversation now.  However, there are many considerations such as specific social networks to use and for what purpose i.e. IR, PR, Marketing or Advertising. 

No matter what department and the social network used, there are an increasing number of articles written by social media experts who recommend that organizations stepping into the social media arena  should have a social media policy in place. 

For example, in a recent post on her blog, hrbartender.com, Sharlyn Lauby, President of Internal Talent Management asks the question “Should Your Company Have a Social Media Policy?” in which she outlines the Five W’s to adopting a social media policy.

Another example for putting a social media policy in place and some great ideas of what to include is by Dave Fleet, a communications professional based in Toronto with a passion for social media.  In a recent three-part series posted on his website he states that companies should consider having both an internal and external policy when getting started with social media.

A final example is from David Cesarini, a financial services marketing consultant who specializes in social media marketing and organizes social media marketing workshops. He provides an excerpt of a social media policy for a financial services company in his blog “Sample Social Media Guidelines for Financial Services.”

After reading these articles, I thought it would be useful to speak with a company who has a social media policy in place.  As a result, I got in contact with Ruth Cotter, Director IR and Treasury at Advanced Micro Devices (AMD).  It was from her participation in a session entitled “The Evolution of Financial Communication” at the NIRI conference in June of this year that I learned that AMD had one.  

What follows is the background on how AMD’s social media policy evolved and some interesting ideas to ensure the guidelines are clear and easily adopted by everyone.

BACKGROUND

AMD’s use of social media began with a blog for product initiatives.  The marketing team wanted a forum to discuss their products in more detail and there were internal discussions with other departments such as legal, IR and PR to find a suitable venue to do this – as such it was decided that a blog would be an acceptable place to start and best managed from a corporate risk perspective.

AMD started using the blog before implementing their company-wide policy.  Interestingly enough, it was their legal counsel who wanted to see where it was going to evolve first.  They say it made it easier to put together a list of guidelines dubbed the “Streetlight System” (which I will outline shortly). 

The policy was tailored specifically to AMD’s needs; keeping all departments in consideration.  In addition, as they have been using the blog for a few years now, they field a lot of questions from other companies and have an understanding of what other organizations are using it for so they have incorporated those insights into the policy as well.

Once the policy was finalized, they formed a social media counsel consisting of legal, IR, PR, Marketing and the Product Business Unit.  The policy is reviewed on a quarterly basis as part of a separate disclosure process to ensure the “envelope” is not being pushed too much.  It also continually evolves as the company adapts and updates their internal “best practices” for its use. 

BLOGGING LICENSES

As employees began reading the blog, all groups wanted to have a chance to address their “key” audiences (there seemed to be an internal realization that using social media helped to find out who their audiences were and how to address these audiences effectively). 

As the blog had been going for a few years now, the social media counsel wanted to ensure that the new “interested” groups were going to maintain a consistent presence.  As there were differing opinions on who should be able to participate, the social media counsel decided to issue “Blogging Licenses”.  All employees who want to blog on behalf of the company have to get proper training on best practices.  Ultimately the license is granted by AMD’s Chief Marketing Officer (CMO).  In order to assess whether to grant a blogging license, the CMO needs to know:

• The area in which the blogger will blog (work, home, play, developer);
• The topics on which the person will blog;
• How the blog will further the strategic goals of AMD; and
• How the blog is unique.

The license actually came about from an existing employee development program entitled “License to Lead” – in which employees are invited to attend training sessions to move up in the company (unconscious responsibilities are derived from the word “lead” which they felt would resonate with everyone).

The blogging licenses help to keep the number of bloggers under control as well as monitoring the messages to ensure a united voice. AMD has approximately 14 licenses in total today, with the most active voices coming from the product and marketing departments and the server and server/software divisions.  

As a result of the increased use of bloggers, the social media policy has branched out to include personal use of Facebook and Twitter (which I will discuss later).  To ensure awareness and the importance of the social media policy, it is posted on the homepage of the company’s intranet and highlighted in employee newsletters.

AMD SOCIAL MEDIA STREETLIGHT SYSTEM

All blogs must comply with the General Guidelines and the AMD Streetlight System – which was put in place to help employees better understand the areas of risk and when to enlist the help of the legal and IR departments.

As mentioned the social media counsel meets regularly to discuss areas in which the company may engage in social media.  These areas are assigned a “streetlight” colour (i.e., green, yellow or red) based on the perceived risk to AMD.

The meaning of the streetlight colours are as follows:

• Green light – PR and legal review is NOT required
     o Example: Previously approved statements of fact related to publicly available AMD products
• Yellow light – PR and legal review not required if the writer sticks to approved AMD talking point guidelines.  Otherwise, legal and IR review is required with respect to strategy or actual content
     o Example: Positioning of AMD products
• Red light – No social media engagement allowed
     o Example: Financial guidance

ADDITIONAL AREAS ADDRESSED

Social Networking Tools (Facebook/Flickr/YouTube)

The company recognizes that more than likely employees will have some kind of social media account which they use for private and personal networking. Some employees may use these accounts to promote AMD’s products and technologies. If that is the case, some additional rules apply:

• Be careful not to post pictures, videos or articles or “test messages” which might embarrass you, fellow colleagues or the company.
• Posts made to social networking sites must adhere to the General Guidelines and the AMD Social Media Streetlight System.

Twitter and Company Intranet

The policy also covers off micro-blogging sites such as Twitter.  It also includes the company’s intranet which allows employees who work in different locations to talk amongst one another (e.g. design groups use it to talk globally) and in general helps manage efforts to keep conversations that should stay internal, internal. 

Whether you are just starting out using social media or have been using it for quite some time, if you haven’t already, you should seriously think about putting together a social media policy.  Now bear in mind, a social media policy is not meant to be cookie cutter so just like implementing social media tools into your current communications program, it should be specifically tailored to your organization.  A good starting point may be to review employee, communications and disclosure policies that already exist within your organization and of course enlist the help of your legal counsel.   

As  a point of interest, here are a few links to other companies who have social media policies:

IBM’s social media guidelines

BBC’s editorial guidelines

I also came across this presentation on SlideShare that conveys the merits of having a social media policy.

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Panelists were:  Timothy Carey, Managing Director, Digital Media, ICR, Inc; Ruth Cotter, Director, IR and Treasurer, Advanced Micro Devices; Eileen Cassidy Rivera, Vice President, Communications & Investor Relations, Vangent, Inc., and Darrell Heaps, President, CEO & Co-founder, Q4 Web Systems.

Michael opened the session by asking each panelist to introduce themselves and to describe their involvement /perspective on social media.

Eileen was a new user of social media and referred often throughout the session to the need to get one’s message down to 140 characters. In looking at the Vangent Inc. site, I didn’t notice any reference to Twitter. I searched Twitter for both Eileen and Vangent  Inc. but didn’t find anything, so I assume that Eileen is in the very early stages of adopting social media. Her newness in the area may have served as an inspiration to attendees who were thinking of also getting involved.

Eileen felt that IROs needed to look at getting information out in more new and creative ways in order to reach audiences who might be looking outside of traditional media. And to give these audiences better ways to access information. She said that brevity of message was important in social media.

Ruth said that “Content is king and even more so in social media. It’s a challenge for IROs to adapt their content for social media.” The AMD site was chock-a-block with all kinds of social media – in fact, I had to pull myself away in order to get back to writing this post. It’s obvious that the AMD culture has embraced this new technology. This page in their corporate section includes links to FriendFeed, YouTube, Facebook, Twitter, Flicker, Videos, Blogs. Other than one video for an Executive speech , social media hadn’t penetrated IR communications to the same extent but it’s likely that the road has been paved for Ruth to more easily expand the role of social media for investor relations.

Darrell said that “social media has added another layer to communications – it doesn’t replace the old. It just gives you one more way to get your information out to people who want to access it through social channels.”

Tim agreed and said that “a lot of the tactics that IROs use are still important. It’s not about replacing the old, it’s about having the right strategy to integrate social media into the investor relations program.” The entire panel concurred.

Darrell referenced a panel that he attended the day before on Trends in Media & Technology, where Robert Williams, Director Investor Relations at Dell Inc., had mentioned his surprise the volume of internal responses he received when he solicited questions for his quarterly earnings call. Darrell said that, “Social media drives more internal dialogue as companies respond to things that happen in the market. This can have a positive effect in bringing divisions closer together and in getting input from other areas of the company.”

Mike then asked each panelist what they felt was the largest trend or change in communications that new technology was leading to – was it social networking? Blogs? Enriched content such as video, photos and audio assets?

Ruth said that one of the greatest changes in communication was the ability for social media to address issues in a much faster way than traditional media. She had a great example of how social media helped to solve a market misperception about her company. AMC’s valuation had been discounted by the market because of perceptions about battery longevity. This problem actually stemmed from inconsistencies in the way that battery longevity was measured. Her CEO started a blog that ultimately resulted in changes in how battery life was measured, which soon dispelled this misperception.

In speaking with numerous issuers Darrell has heard many of them express concern about rogue comments in social media and their hesitation to get involved in blogging. Darrell felt that a good place for issuers to start, was to think of SM as a notification system, “60% of web users are using social media – issuers should think of it as an additional way to get information out. Today that means using your existing content, information that has already been vetted through your disclosure controls and procedures to give broader dissemination to this information”.

Tim felt that video had a key role to play, “Video makes things more personal. It puts a face to a name and helps viewers get to know a company better.” (This perspective supports a lot of what we heard the day before from both Laura Graves of Cisco Systems and Dell’s Robert Williams, who also both felt that video didn’t always have to be high production.)

Mike then asked Ruth about challenges she faced in incorporating blogs into IR communications, despite the fact that as a culture, the company seemed to really embrace blogs for product initiatives. He also asked her what IROs should be looking at before jumping in – what rules should they be thinking of.

Ruth, admitted that it was a challenge to get the company to accept blogging for IR. She said that issuers really needed to train their employees on using social media on behalf of the corporation and that employees also needed to be mindful of what they were communicating in their personal social media channels. She gave an example, of an employee had once mentioned on his Facebook page that he was going to be away and the specific location he mentioned led to a market perception that a deal was in the works (which it was). This resulted in movement on their stock. (I heard a very similar story from another executive in a social media webinar I attended last year – different company, but essentially the same story.)

In terms of what companies should do to prepare for their involvement in SM, Ruth felt it important to have a social media policy in place.  She also said that AMD provides in-depth training for their employees on social media and that employees needed to get an internal license in order to use SM on behalf of the company.

At this point, numerous questions came from the audience – it was clear that attendees were very engaged in topic. One person asked how to monitor who was talking about their company?

Darrell said that there were numerous ways that one could automate this, including subscribing to Google alerts for mentions of your company. (This same question came up in the Trends in Media and Technology and Serena Elrich of Start-up Army offered a number of free monitoring services.)

Another person asked, “How do I keep up with responding to all of the mentions?”

Ruth said that, “The purpose of social media is to spur a conversation so we don’t usually respond. You have to consider how important it is to respond on a case-by-case basis.”

The next question asked by an attendee was, “How many big institutional investors are involved in social media?”

Darrell said that as an example Seeking Alpha, a portal for financial blogs, was visited by 4 million unique users per month, and that 1 million of these were institutional investors.

Following this, someone asked, “How do I get my information out to analysts and institutional investors?”

Tim responded by saying that short videos were a good format – again largely because they expose other people within the company. Ruth agreed with this and said that her company found them very valuable.

Darrell said, “You need to repackage your content to make it easier for them to consume both on your site and in social media. For example, instead of just providing your presentations in pdf format, also use Slideshare, which makes for a much better user experience and makes it easier for others to share your content.” He felt that it was, “Important to get involved in social media and be a part of the conversation so you know what’s going on. You can’t ‘control’ the conversation, forget about that, but you can help set the tone.”

“You also need to look at your corporate/IR website and consider the role that it plays. Right now, with current budget cuts, public companies are focusing more on face-to-face meetings, but what does that analyst do before he goes to your meeting? He looks at your website for context on your company. And what does he do after he leaves your meeting? He goes back to your site to verify the facts that came up in the meeting. You need to understand this and stop using your site as a filing cabinet – you need to use it as a strategic tool to provide more context.”

Tim agreed and said, “If you have a good vision, a good leadership team and strong performance you should bring this all together to help users understand why they should invest.” (I talked about this very topic and gave some good examples in an IR Website Best Practices webinar we ran a few weeks ago. )

The topic then turned to using social media for issues management.

Ruth said that using social media could get the word out so much faster than traditional channels. (See reference to Dominos versus Wendy’s in my June 10 post as a great example of this.)

Tim felt that issuers should have a strategy in place for issues management through SM, before a situation arose, so that when an incident occurred, they knew how to respond.

Darrell felt that it was important to be proactive – if a company knew that a situation was going to be contentious, it was better to be out in front communicating about it before a problem arose. He said that Barrick had done a good job of this related to a specific mining site, where they anticipated community backlash. By being upfront, they were able to address concerns before they became problems.

Questions were still being asked as the clock ran down and the time was up.

Clearly this topic continues to be of great interest and companies need to find ways to get involved that suit their cultures and their comfort level.

As I was using TwitterBerry to tweet the session live, I may have omitted something, so if you attended or were a panelist, I look forward to your comments.

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The 2008 Year in Review � Securities Litigation and Enforcement, is the first of a regular webcast series on related topics from Securities Docket(an online publication that tracks securities litigation and enforcement developments on a global basis).

This one hour presentation touches on all the big stories: the financial crisis; Siemens bribery; Mark Cuban and a host of other litigations (both successful and not); the Madoff scandal (could you have scripted it better – that the pronunciation of his name is: Made-off ?); the liability exposure of the major accounting firms; the culpability of the SEC in some of the year’s financial disasters and its need for a makeover…

Kudos to Securities Docket for assembling such an impressive speaker panel, all of whom have very worthwhile blogs – which inspired me to write this post:

Kevin LaCroix – an attorney and Partner in OakBridge Insurance Services, an insurance intermediary focused exclusively on management liability. Kevin is a prolific writer of the D&O Diary blog, which he refers to as “a journal from the world of Directors & Officers Liability with Occasional Commentary”.

Tom Gorman – former Senior Counsel with the SEC Enforcement Division, now Co-chair of ABA White Collar  Securities Section and Chair of Porter Wright Securities. Tom’s blog SEC Actions covers SEC investigations, civil and criminal, class actions and internal investigations. Today’s post poses a poignant question,The SEC and the Madoff Scandal: can the Commission Restore Confidence in its Ability to Protect Investors?

Francine McKenna – with a background at PwC, KPMG/BearingPoint, JP Morgan and Jefferson Wells/Manpower, Francine advises professional services firms. Her blog re: the Auditors is an insightful, highly engaging and often very funny look at Corporate Governance issues, the 4 big audit firms, securities regulation, the markets in general…

Walter Olson – a regular contributor to the NY Times and Wall Street Journal and a senior fellow at the NYC think tank . The Manhattan Institute, Walter’s popular blog Overlawyered provides commentary on the American litigation system – it’s anything but dry.

Bruce Carton – editor of Securities Docket, was a former senior counsel in the SEC’s Division of Enforcement. A blog pioneer, Bruce is the author of Compliance Week’s Enforcement Action.

If you’re looking to stay plugged into capital markets issues, these blogs are worth a look.  We’ll write a future post soon on other great blogs that we follow.

At the end of the presentation on the Year In Review, each speaker was asked to provide their predictions for 2009:

• Kevin – we will see an unprecedented surge of securities class action suits, far outstripping 2002. (I told my son he should go into securities law!)
• Tom – predicts a significant reshaping of both the compliance and enforcement divisions of the SEC (and he doesn’t think it makes sense to merge the SEC with the CFTC).
• Francine – says that one of the Big 4 audit firms will be pushed to the brink of failure. (One of her blog readers is egging her on to create a pool predicting timing on this.)
• Walter – believes that a formerly rated Triple AAA firm will either have its executive indicted or will be revealed to be insolvent. (He also made reference to the fact that Triple AAA will soon regain its former meaning as a reference to a bad car accident that required Ambulance… Apolice? Afire truck?  what else starts with “A”?)
• Bruce - predicts that 90% of lawyers will begin to use Twitter for PR. (I hope Twitter can keep up; yesterday it was sooooooo slow.)

With the exception of Bruce’s prediction, sadly none of these are surprising.

For 2009 I peered into my crystal ball, read the tea leaves in my cup and consulted the psychic who left a pamphlet on my windshield  happily 2008 was all about lessons learned (again). The coming year sees us all older and hopefully wiser.

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The response has been both positive and negative. Criticism has primarily focused on the accessibility of information disclosed in this way – although anyone can receive automatic updates through RSS feeds, which take all of 2 minutes to set up. And North America enjoys the highest penetration of internet usage in the world.

What’s important to note is that GE executives say the blog permits them to disclose more information and on a more frequent basis, which translates into greater transparency regarding issues that would otherwise remain internal. “This is a tough environment, a lot of misinformation in the marketplace,” GE spokesman Gary Sheffer said. “This is just a fast and simple way to punch through it and to make sure that you tell your story in a simple and engaging way.”

This immediacy is one of the many positive outcomes of the new Reg. FD governing corporate web sites and blogs. In terms of engagement, I love the fact that GE incorporates video to support many of their blog stories. (Jason’s post on the Q4 blog yesterday sited another great example of this tactic, as employed by Overstock.com.)

In taking a quick look at the GE blog, one can see that they are receiving numerous comments, which isn’t surprising considering that the company has lost 62 percent of its value in the last year. Many of these comments are asking for more and different information. Some are suggesting specific measures be taken to protect shareholder value.

At first glance, this may seem a frightening scenario for the IRO who feels it’s better to ‘manage’ what’s being said about their company. The reality is that the Internet has provided a voice to everyone (as per Gary Sheffer’s comment on “misinformation”) and social media has amplified that voice. In today’s market there is no way to muzzle disgruntled investors and it’s much better to communicate with them.

Ruth Cotter, Director of Investor Relations, Advanced Micro Devices said it best in a recent presentation on social media, “Our communications are much more proactive. Instead of ‘pushing’ information at investors, we are now engaged in conversations with them. We’re learning a lot from this dialogue.” And this in turn helps shape future communications.

With corporate leaders such as GE embracing the new SEC guidance, it is anticipated that other companies will follow suit.

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