Social Divide 2019: Mining for Social Media Engagement

Strategic Communications

October 17, 2019


The 8th edition of our Social Divide Index confirmed that ASX 100 companies are increasingly using social media to communicate their financial results, with fifty-nine per cent of them engaging with stakeholders on LinkedIn, Twitter and YouTube during the survey period. Investors (both retail and institutional) are an integral audience for the ASX 100 and connecting with them via multiple platforms and channels ensures a company’s message is heard. Investors have become accustomed to two-way communication with companies and those not present on social media may inadvertently damage their corporate reputation by failing to engage online. This report looks at the best practice techniques used by ASX 100 companies to extend the engagement and reach of their financial reporting online.

Our Findings

BHP topped this year’s ranking using a combination of visually-striking and easy-to-consume content on LinkedIn, Twitter and YouTube. The company communicated frequently with its audiences across all social media platforms and was rewarded with strong engagement across the board. A key component of BHP’s content strategy was a series of high-quality videos featuring employees from its operations around the world.

There were three new entrants to our top ten list this year: Xero, Newcrest Mining and Coles Group.

LinkedIn led the way as the social platform of choice for announcing financial results, with 51 of the ASX 100 active on this platform. Twitter use increased from 39 companies last year to 48 this year while YouTube use continued to grow steadily from 15 last year to 17 this year.

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