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Public companies and other capital market participants can no longer ignore social media. We present recent research and evidence into several areas related to the use of social media among institutional investors as well as substantial data on reach and time spent with social media by Canadians, an increasing number of which are "almost constantly online" with the average Canadian spending almost two hours per day with social media platforms. In the context of public company communications and the mandate to unlock value, corporate social media strategy has never been more important as new avenues of storytelling are in widespread use on platforms such as Instagram, LinkedIn and Twitter. The author, Steve Yanor, has $45 billion in capital markets experience and is the founder of an award-winning agency in Vancouver, Sky Alphabet Social Media.