Battenhall report: the FTSE 100 on Twitter and social media
As reported in the Financial Times, Battenhall has published a new report on how the FTSE 100 uses Twitter and other social media for corporate comms.
When the Securities and Exchange Commission passed a motion in April 2013 to approve social media as an official investor communications channel, it took under one week for Bloomberg’s wire terminals to start feeding tweets directly to Wall Street. Some months later, one carefully crafted tweet by billionaire investor Carl Icahn sent Apple’s share price soaring by $17 billion.
Social media is disrupting business communications, there is no denying it and no escaping it. Consumer brands, corporates, business-to-business organisations, charities, the public sector, governments, small businesses, they have all experienced this disruption first hand.
However in the last 12 months social media has begun creating opportunities and causing disruption across all other business disciplines, way beyond PR and communications. Those that are able to capitalise on the opportunity that social media brings gain a competitive advantage. But as social media is, for many, a relatively new phenomenon, the perceived risks can outweigh the ultimate benefits.
In this paper we have gathered quantitative data on how the FTSE 100 is performing, and we have carried out qualitative research on the how some of the businesses in this prestigious list are going about business in this new social media economy.
Some tweet, some do not. Some have pushed the benefits of social media to every corner of their business, and some ignore all the chatter online and stick to their traditional modus operandi.This report is intended to be a snapshot of how the biggest UK businesses are making use of the opportunities social media is offering, up to date as of September 2013.
Highlights of the report include:
- 12 companies in the FTSE 100 do not have a Twitter account at all
- Only 27 companies that are on Twitter have verified Twitter accounts. The rest are unverified by Twitter
- 8 of the 88 companies on Twitter have never tweeted
- 18 of those that are on Twitter have not tweeted in the last month, 4 of those have not tweeted for 6 months
- Only 29 companies have more than 10,000 followers
- 20 companies have fewer than 1,000 followers
- 6 companies have fewer than 100 followers