Social Media Reality Check 2.0

1
Research Findings from the 2011 Study

Background
One of the most quickly evolving areas in the communications profession is social media.
In 2009, CNW and Leger Marketing conducted the first Social Media Reality Check, a unique study that explored professional communicators’ use of social media compared with consumer opinions about social media influence on their purchasing behavior.
This year, we’ve conducted the second installment, and uncovered some interesting findings. and added a U.S. target audience, as well as IR and the
financial community.
Questions to be Answered:
What are communication professionals’ perceptions about the use of social media and what’s their / their company’s stake in it? How is it changing/growing? Are they on the right track with their audience?
How does the general public use social media to gather information about the products they use and companies they follow? Are they more positive/loyal/trusting of those companies?
2

Canadian Results
PR Professionals & Consumers

Research Method
Two target groups were invited to take the survey :
Sample of 590 Canadian communication professionals who use social media – 77% of all professionals
Sample of 1039Canadian consumers who use social media – 69% of all Canadians
1
Target groups were accessed via CNW contact lists and Leger’s online panel. Respondents completed a 10 - 15 minute online questionnaire from April 19 – May 9, 2011.
2
Findings from both target groups were analyzed together. Results from the 2009 study were compared to this year’s results.
Results can be considered accurate to within +/- 4.03% for communication professionals and +/-3.04% for users, at the 95% confidence level.
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4

Social Media Usage
among Canadian consumers and communications professionals
Within the Canadian section of this report, comparisons and key findings from the 2009 iteration of this study are found within a blue border like the one shown here.
5

Most Used Sites
In 2009, usage levels of social media was significantly lower than it is in 2011. Twitter, in particular, has become nearly ubiquitous among communication professionals. The use of blogs has remained stable over the past two years.
2011
2009
2011
2009
Communications Professionals
Consumers
Consumers
Consumers
Consumers
Consumers
Consumers
Consumers
Consumers
Q. Which of the following, if any, have you used professionally ? Base: Communication professionals (n= 1039)
Q. Which of the following have you used? Base: Consumers (n= 590)
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Frequency of Use
While the frequency of social media usage by communications professionals has remained consistent since 2009, the number of consumers who use social media more than once per day has increased by 10%
About six in ten use social media once a day or more
Q. In general, how often would you say that you use social media as part of your professional role ? Base: Communications professionals (n= 590)
Q. How often would you say that you use social media applications? Base: Consumers (n= 1039)
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Uses for Social Media Among Communications Professionals
The top three reasons for using social media still apply as they did in 2009.
Q. In general, what do you use social media tools for professionally? Base: Communications professionals (n=590)
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Uses for Social Media Among Consumers
While the 2009 study examined personal and professional uses separately, keeping in touch and entertainment are still on top.
Q. In general, for what do you use social media tools? Base: Consumers (n=1309)
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Understanding of Social Media
As in the 2009 study, there is a knowledge gap evident among both consumers and communications professionals about how to maximize their social media presence.
More than three quarters from each group at least somewhat understand social media.
Q. Which of the following best describes you? Base: Communication Professionals (n=590), Consumers (n=1039)
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Credibility of Social Media Among Communications Professionals
In 2009, 49% of communications professionals agreed that corporate initiated blogs are self-serving and not believable. This number has decreased substantially in 2011(31%).
Stakeholders find honest, balanced reviews online that they would not have found otherwise
48% Agree
Stakeholders find corporate-initiated or sponsored blogs self-serving and not credible
Only 31% Agree
Q. Please indicate the extent to which you agree with the following statements: Base: Communications professionals (n=590)
11

Social media credibility among consumers
This year, nearly double the number of consumers indicate that they find honest, balanced reviews online when compared to the 2009 results (60% vs. 34%).
Proportion of consumers who agree that…
60% Agree
57% Agree
Corporate-initiated or sponsored blogs self-serving and are not a believable source of information
I find honest, balanced reviews online that they would not have found otherwise
Q. Please indicate the extent to which you agree with the following statement s: Base: Consumers (n=1039)
12

Social Media: Shaping Opinions
Communication professionals tend to put more stock in the persuasive power of social media than do consumers. This is consistent with the 2009 findings
Proportion of professionals who agree that…
Q. Please indicate the extent to which you agree with the following statement s: Base: Communications professionals (n=590), Consumers (n=1039) The above indicates percent of those who agree.
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The Influence of Social Media On Consumer Purchases
Smaller purchasing decisions are the most readily influenced by social media. Financial decisions are less influenced by social media.
I would trust social media to help me make decisions on…
Q. I would trust social media to help me make decisions on… Base: Consumers (n=1039)
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Social Media: Loyalty and Reputation
The findings in 2011 concerning reputation and loyalty are nearly identical to the findings in 2009. Consumer opinion has remained virtually unchanged. What is also unchanged is the tendency of communication professionals to overestimate the value of a social media presence.
Consumers
Q. Please indicate the extent to which you would agree with the following statements… Base: Communications professionals (n=590), Consumers (n=1039).
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Social media: Trust and Transparency
Although the proportions differ from 2009, the same patterns emerge in 2011; communications professionals believe social media has more impact than do consumers.
Consumers
Q. Please indicate the extent to which you would agree with the following statements… Base: Communications professionals (n=590), Consumers (n=1039.
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Key findings for communications professionals using social media
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Organizational Support for Social Media
In 2009, only 57% reported that senior management supported the use of social media – this number has increased dramatically in 2011 to 81%.
Does your organization have an employee(s) dedicated to social media?
Proportion of communications professionals who agree…
Q. Does your organization have an employee or team of employees dedicated entirely to social media (i.e. a community manager)? (n=590)
Q. Please indicate the extent to which you would agree with the following statements… Base: Communications professionals (n=590),
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Social Media Objectives
The number of organizations with formal objectives has increased from 2009 (31% vs. 26%), and the number of organizations with no objectives has declined substantially (31% in 2009 vs. 17% in 2011).
Which Departments?
Formal Objectives:
31%
Q. Do you set formal, measureable objectives related to what you want to accomplish with social media ? Base: Communications professionals (n=590)
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Q. Which departments have responsibility for social media at your organization? Base: Communications professionals (n=590)

Like in 2009, campaign success is most commonly measured by traffic counts, however the engagement measure has risen dramatically (25% vs. 43%).
Q. How would you characterize your social media campaign objectives? Base: Communications Professionals (n=590)
Q. How do you measure against those objectives? (n=590) (The above does not show a complete list)
20

Blogging and Social Media
Relative to 2009, more communications professionals are following the blogosphere. Each statement saw a marked increase since 2009.
Communications professionals agree…
Q. Please indicate the extent to which you would agree with the following statements… Base: Communications professionals (n=590)
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Social Media: Knowledge of Your Organization
There has been a dramatic increase in awareness of a company’s social media profile compared to 2009. Social media has seen a veritable explosion in the world of business over the past two years.
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Social media messaging
In 2011, communications professionals are significantly more aware of the messages that circulate in social media. In particular, more than triple report that they know where their message is and how fast it is changing (22% vs. 72%)
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Social media budget
Double the proportion of organizations report a dedicated budget to social media in 2011 vs. 2009 (30% up from 15%).
What will your budget look like next year?
Does your organization have a social media budget?
Q. Does your company have a budget devoted specifically to social media? Base: Communication professionals (n=590)
Q. Do you expect your organization to have a larger or smaller budget to spend on social media next year? (n=177)
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Twitter Usage
Twitter has exploded in popularity since 2009. As a result questions were formulated to specifically address its prevalence among communication professionals.
Does your organization have a Twitter account?
Q. Does your organization have a Twitter account? Base: Communication professionals (n=590)
(The above is not a complete list)
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Social media usage at events
With the increase in social media’s popularity in the world of business, the 2011 Social Media survey included questions about its usage at corporate events.
Do you use social media for your organization events?
Do you use social media tools, like Twitter, during your organization's live events? Base: Communications professionals (n=590)
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Multimedia Usage
Photos and videos are the most common forms of multimedia that accompany news releases. Cost and lack of resources are the primary obstacles which prevent the inclusion of multimedia in releases.
What Types?
N=344
Do you distribute multimedia with news releases?
Q. Do you distribute multimedia assets (i.e. photos, video, audio clips) with news releases to engage online audiences? (n=590)
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Conclusions
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Social Media is the “new normal”
Has not replaced any channels – it’s simply another one
PR practitioners are early adopters and consumers are following
Those who are more engaged have more trust in it as a viable channel

U.S. Results
PR Professionals vs. Consumers

Research Method
Two target groups were invited to take the survey :
Sample of 125 American communication professionals who use social media – 88% of all professionals
Sample of 501 American consumers who use social media – 74% of all online Americans
1
Target groups were accessed via CNW contact lists and Leger’s online panel. Respondents completed a 10 - 15 minute online questionnaire from June 3 – June 7, 2011.
2
Findings from both target groups were analyzed together.
Results can be considered accurate to within +/- 8.77% for communication professionals and +/-4.38% for consumer users, at the 95% confidence level.
3
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Most Used Sites
For both communication professionals and consumers, Facebook is the most frequently used social media platform. Twitter and LinkedIn are more frequently used by communications professionals than they are by consumers
Consumers
Q. Which of the following, if any, have you used professionally ? Base: Communication professionals (n= 1039)
Q. Which of the following have you used? Base: Consumers (n= 590)
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Frequency of Use
The frequency with which consumers and communications professionals use social media tools is comparable, although there are proportionately more professionals who use it more than once a day.
About seven in ten use social media once a day or more
Q. In general, how often would you say that you use social media as part of your professional role ? Base: Communications professionals (n=125)
Q. How often would you say that you use social media applications? Base: Consumers (n= 501)
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Uses for Social Media Among Communications Professionals
The top three reasons for using social media are news and information related
Q. In general, what do you use social media tools for professionally? Base: Communications professionals (n=125)
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Uses for Social Media Among Consumers
For consumers, keeping in touch and entertainment are top reasons to use social media.
Q. In general, for what do you use social media tools? Base: Consumers (n=501)
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Understanding of Social Media
Levels of social media understanding are extremely high among both groups. There is, however, a substantial number who feel that they could use social media more effectively.
More than three quarters from each group at least somewhat understand social media.
Q. Which of the following best describes you? Base: Communication Professionals (n=125), Consumers (n=501)
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Credibility of Social Media Among Communications Professionals
Half of communications professionals agree that balanced and honest reviews proliferate online, while only a quarter agree that corporate blogs are not believable sources of information.
Stakeholders find honest, balanced reviews online that they would not have found otherwise
53% Agree
Stakeholders find corporate-initiated or sponsored blogs self-serving and not credible
Only 25% Agree
Q. Please indicate the extent to which you agree with the following statements: Base: Communications professionals (n=125)
36

Social media credibility among consumers
More than half of consumers agree that corporate blogs are self-serving, a finding which contrasts with common perceptions among communications professionals.
68% Agree
54% Agree
Corporate-initiated or sponsored blogs self-serving and are not a believable source of information
I find honest, balanced reviews online that they would not have found otherwise
Q. Please indicate the extent to which you agree with the following statement s: Base: Consumers (n=501)
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Social Media: Shaping Opinions
A majority agree that reviews in blogs have an effect on the decision to purchase a product, both among consumers and among communication professionals.
Proportion of professionals who agree that…
Q. Please indicate the extent to which you agree with the following statement s: Base: Communications professionals (n=125), Consumers (n=501) The above indicates percent of those who agree.
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The Influence of Social Media On Consumer Purchases
Smaller purchasing decisions are the most readily influenced by social media, as are some larger items. Financial decisions are less influenced by social media.
Q. I would trust social media to help me make decisions on… Base: Consumers (n=501)
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Social Media: Loyalty and Reputation
Consumers are nearly as likely to disagree that they are more loyal to companies with a social media presence than they are to agree. Both groups agree that a social media presence improves a company’s reputation.
Consumers
40

Social media: Trust and Transparency
Consumers are sometimes more wary of companies on social media than communications professionals perceive them to be. A third of consumers disagree that they place more trust in a company that is engaged with social media.
Consumers
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Key findings for communications professionals using social media
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Organizational Support for Social Media
Organizational support is strong, with more than eight in ten stating that their senior management team supports using social media as a communications strategy.
Proportion of communications professionals who agree…
Does your organization have an employee(s) dedicated to social media?
Q. Does your organization have an employee or team of employees dedicated entirely to social media (i.e. a community manager)? (n=125)
Q. Please indicate the extent to which you would agree with the following statements… Base: Communications professionals (n=125),
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Four in ten communications professionals state that they have formal objectives, and the majority say that corporate communications and marketing divisions are responsible for meeting these objectives
Which Departments?
Formal Objectives:
40%
Q. Do you set formal, measureable objectives related to what you want to accomplish with social media ? Base: Communications professionals (n=125)
44
Q. Which departments have responsibility for social media at your organization? Base: Communications professionals (n=125) “Don’t Know” not displayed

Campaign success is most commonly measured by traffic counts and engagement.
Q. How would you characterize your social media campaign objectives? Base: Communications Professionals (n=125)
Q. How do you measure against those objectives? (n=125)
(The above does not show a complete list)
45

Blogging and Social Media
Communications professionals have a relatively high level of awareness of the influence of bloggers, and half know who is talking about their organization online.
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Social Media: Knowledge of Your Organization
Communications professionals also have a strong knowledge of what information related to their industry and organization is circulating around social media.
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Social media messaging
Most communications professionals indicate that they have a good sense of the types of messages that circulate within social media networks about their organization.
48

Social media budget
Among those organizations which budget for a social media portfolio, communications professionals typically expect more funding for this field next year. That being said, more than half of organizations do not budget specifically for social media at all.
Does your organization have a social media budget?
What will your budget look like next year?
Q. Does your company have a budget devoted specifically to social media? Base: Communication professionals (n=125)
Q. Do you expect your organization to have a larger or smaller budget to spend on social media next year? (n=38)
49

Twitter Usage
More than half of communications organizations have a Twitter account. Predictably, broadcasting news and messages and re-sharing content are the primary functions of these accounts.
Does your organization have a Twitter account?
Q. Does your organization have a Twitter account? Base: Communication professionals (n=125)
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Social media usage at events
More than half of communication professionals use Twitter during their organization’s events. Product launches are among the events where Twitter is most commonly used.
Do you use social media for your organization’s events?
Do you use social media tools, like Twitter, during your organization's live events? Base: Communications professionals (n=125) (The above is not a complete list)
51

Multimedia Usage
Photos and videos are the most common forms of multimedia that accompany news releases. Cost and lack of resources are the primary obstacles which prevent the inclusion of multimedia in releases.
What Types? (n=76)
Do you distribute multimedia with news releases?
Q. Do you distribute multimedia assets (i.e. photos, video, audio clips) with news releases to engage online audiences? (n=125)
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Investor Relations
(Canada & US)

Background
Questions to be Answered:
What are investor relations professionals’ perceptions about the use of social media and what are their / their companies’ stake in it? How is it changing/growing? Are they on the right track with their audience?
How do financial industry professionals use social media to gather information about the companies they follow/invest in/advise others to invest in? Do they trust it? Or would they rather stick with traditional disclosure pieces?
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Research Method
Two target groups were invited to take the survey – who responded?
sample of 61 Canadian and U.S. financial industry professionals
- sample of 99 Canadian and U.S. investor relations professionals
1
Target groups were accessed via CNW contact lists and Leger’s online panel Respondents completed a 10 – 15 minute online questionnaire from April 19 – May 9, 2011.
2
Those who said they did not use social media for business were screened out from the balance of the survey. Findings from both target groups were analyzed together, and results of other recent surveys on social media usage in the financial industry were considered for context.
3
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References
The Use of Social Media by European Investment Professionals, a joint survey by Deutsche EuroShop AG and DVFA, the society of investment professionals in Germany, April 2011. 74 investment professionals responded, including sell-side/buy-side analysts and asset managers.
2011 Financial Professionals Social Media Adoption Study by American Century Investments, Feb 2011. 303 respondents including advisors, brokers and RIAs.
Questionnaires were based on the 2009 Social Media Reality Checka joint study by Leger Marketing and CNW Group, August 2009
56

An Overview of Social Media usage among Investor Relations
& Financial Industry professionals
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How many use social media?
Investor Relations:
Do You Use Social Media For Business?
Financial Industry:
Do You Use Social Media For Business?
In the U.S., half of financial industry professionals surveyed say they are participating regularly in social media.
Similarly in Europe, only half of those surveyed see social media as a channel for information distribution and dialogue, that they are likely to use.
Q: Do you ever use social media for business purposes? N=99 (IR professionals) N=58 (financial industry professionals)
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Reasons for not using it
Regulatory/compliance issues are the top concern for financial industry professionals in the U.S. while Europeans cite lack of relevance and reliability of information to be the key reason.
Q: What is your biggest concern about using social media for business purposes?
N=37, (financial industry professionals who don’t use social media for business)
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Who does use it?
Financial Industry
Investor Relations
Q: What industry/sector do you work in? N=56 (IR professionals)
Q: Do you work on the buy-side or sell-side? N=21 (financial industry professionals)
60

What do they use it for?
Financial Industry
Investor Relations
Q: For what professional reasons do you use social media? N=56 (IR professionals) N=21 (financial industry professionals)
61

How often do they use it?
Financial Industry Professionals use it less often
Almost half said once a week or more
Another third said less than once a week
Q: In general, how often would you say that you use social media applications as part of your professional role? N=56 (IR professionals) N=21 (financial industry professionals)
62

Where do they go?
Mainstream
Financial
Facebook and LinkedIn are the sites most used for business among U.S. financial industry professionals
Top European sites are the business network platform Xing (49%) and LinkedIn (31%).
Q: Which of these, if any, have you used in your professional life? Select all that apply. N=56 (IR professionals) N=21 (financial industry professionals)
Q: Which financial aggregators and communities do you follow and use? Select all that apply. N=33 (IR professionals) N=7 (financial industry professionals)
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Are they actively monitoring?
Investor Relations Professionals
Why are you monitoring companies?
Financial Industry Professionals
Those who said Yes 6/21
Why are you monitoring companies?
Those who said No 15/21
Q: Do you monitor how the companies you follow are being discussed online and in social media? N=56 (IR professionals) N=21 (financial industry professionals)
Q: Why are you monitoring companies in social media? Select all that apply. N= 32 (IR professionals) N=6 (financial industry professionals)
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Insights into Social Media usage
for Investor Relations
and Financial Industry professionals
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Using Social Media to Conduct BusinessInvestor Relations Professionals
How Would You Describe The Types Of Social Media Campaigns You Undertake?
Do You Have Measurable Objectives?
Q: Do you set any formal, measurable objectives related to what you want to accomplish with social media? And how would you describe the types of social media campaigns you undertake? N= 56 (IR professionals)
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Using Social Media to Conduct BusinessInvestor Relations Professionals
How Would You Characterize Your Social Media Objectives?
How Do You Measure Against Those Objectives?
Q: How would you characterize your social media objectives?N= 56 (IR)
Q: How do you measure against those objectives? N= 56 (IR)
67

Using Social Media to Conduct BusinessFinancial Industry Professionals
Agree
“Use of social media can give me a competitive edge.”
“Social media outlets are a wise use of my professional time.”
“In my industry, there is a clear benefit to using social media
to conduct business.”
“Most financial industry firms are using social media to their advantage.”
“Social media has become indispensible in the way I conduct my business.”
Neutral
Disagree
“Use of social media can negatively impact the quality of my work.”
Q: Please indicate the extent to which you agree or disagree with the following statements. N=21 (financial industry professionals)
68

Impact on Buying/Investment BehaviorInvestor Relations Professionals
Stakeholders I communicate with…
Q: Please indicate the extent to which you agree or disagree with the following statements. N=56 (IR professionals)
69

Impact on Buying/Investment BehaviorFinancial Industry Professionals
Agree
“More IR professionals should be engaging audiences online and in social media.”
“Reading about a company or its products and services in the social media space can impact my opinion about a company's valuation .”
“I find honest, balanced reviews of companies, products and services online that I wouldn't have found otherwise.”
Mostly Agree
“I find corporate-initiated or sponsored blogs a useful source of information.”
“I find it useful when a company's IR person engages with me or others in a social media space.”
“I look on industry blogs to get opinions about a company or its products and services.”
Neutral
“Engaging in social media is a dangerous move for public companies.”
Disagree
Q: Please indicate the extent to which you agree or disagree with the following statements. N=21 (financial industry professionals)
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Impact on Corporate ReputationInvestor Relations & Financial Industry Professionals
One third of financial industry professionals also agree
Q: Please indicate the extent to which you agree or disagree with the following statements. N=56 (IR professionals) N=21 (financial industry professionals)
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Impact on Corporate ReputationInvestor Relations & Financial Industry Professionals
One third of financial industry professionals also agree
Almost half of financial industry professionals also agree
Q: Please indicate the extent to which you agree or disagree with the following statements. N=56 (IR professionals) N=21 (financial industry professionals)
72

Impact on ValuationInvestor Relations & Financial Industry Professionals
Investor Relations Professionals
Half of the Financial Industry Professionals agree
Q: Please indicate the extent to which you agree or disagree with the following statements. N=21 (financial industry professionals), N=56 (IR professionals).
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Use of Multimedia ElementsInvestor Relations Professionals
What Type?
Do You Distribute Multimedia Assets?
Q: Do you distribute multimedia assets? N=56 (IR professionals)
Q: Why types of multimedia do you provide? N=30 (IR professionals)
74

Use of MultimediaFinancial Industry Professionals
“The use of multimedia can help clarify my understanding of a company’s business.”
“I would like to see more companies use multimedia in their investor communications.”
“Multimedia captures my attention and draws me to news I might not otherwise read.”
Agree
“I use company-supplied multimedia in my reports to add visual interest.”
“I consider a company’s management team to be more credible when they use multimedia in the social media space.”
“I don’t have time to watch videos.”
Neutral
Disagree
“I have no use for multimedia elements in my work.”
Q: Please indicate the extent to which you agree or disagree with the following statements. N=21 (Financial industry professionals)
75

Use of TwitterInvestor Relations Professionals
Does Your Organization Have a Twitter Account?
What Is It Used For?
Q: Does your organization have a Twitter account? N=56 (IR professionals).
Q. What does your organization use Twitter for? N=34 (IR professionals whose organizations’ have Twitter)
76

Use of TwitterInvestor Relations Professionals
Do You Use Twitter During Live Events?
What Type of Events?
Q: Do you use social media tools, like Twitter, during your organization’s live events? N=56 (IR professionals)
Q: What types of events do you use these social media tools for? N=11 (IR professionals who use Twitter)
77

Social Media BudgetInvestor Relations Professionals
Does Your Organization Have A Budget For Social Media?
More or less than last year?
Q: Does your organization have a budget devoted specifically to social media? N=56 (IR professionals)
Q: How much more/less was the social media budget this year compared to last year? N=13 (IR professionals).
78

Conclusions
Less professionals in the Financial Industry are using Social Media than we thought
This trend will change as the use of Social Media is increasing
When FI Professionals DO use Social Media, they use it to gather information and stay informed
In addition, they show great interest in multimedia assets
IR Professionals also use Social Media to stay informed and gather information
It will become increasingly important for IR Professionals to use Social Media as a tool to distribute information
79

Social Media Reality Check 2.0

by CNW Group on Jun 29, 2011

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