Investor Relations already beat Amazon to the multi-tweet PR punch

A bit of buzz about Amazon’s 14-tweet news announcement on Wednesday. Marketing-wise, it was a clean and targeted campaign: the issuing of a press release of bullet points followed up by the retweeting of those points. The #1 rule of content marketing is maximizing your content across as many channels as appropriate.

Investor relations departments have been using this same strategy for earnings announcements for several quarters now. Below is a StockTwits page of FedEx’s most recent earnings tweets. (click the image to enlarge it)

fedex

This example of using Twitter and StockTwits for shareholder communications is actually a much better use of the real-time value of the social media audience. The Amazon press release and subsequent tweets were (according to my timestamps) sent at 12:05 – 1:07 AM EST so it was not meant to be a real-time (workday) campaign. Earnings announcments are real-time, market moving events.

The FedEx example above is also an excellent study of using StockTwits and Twitter for investor relations; much in line with this whitepaper.

  • Don’t have dialogue: have “newsflow”
  • Don’t imply selective disclose by pick-and-choosing followers
  • Do use your $CASHTAG
  • Do use both StockTwits and Twitter

Again: The #1 rule of content marketing (and that is what shareholder communications is) is maximizing your content across as many channels as appropriate.

Have a great day.

3 responses to “Investor Relations already beat Amazon to the multi-tweet PR punch

  1. So, first Amazon is “Genius.” but later in the day FedEx should get the credit? I thought Sarah Skerik wrote a nice piece and find it strange to undermind your own employee’s piece that received 100+ shares on social media.
     

  2. Hi Jill ~ Thanks for reading our blogs! There is no contest between Amazon or FedEx. Genius applies to BOTH groups for sure. The Amazon example of Twitter is a great marketing use of the multi-tweet. FedEx, obviously for shareholder communications. Sarah and I often hone our reporting and posts to meet the specifics of our audiences – with best practice examples- and we may not always agree on points if the points differ per our readership’s perspective. In the IR niche, the companies have been very slow to adopt social media – thus I need to be very “sensational” with my reporting to bring the topic to light. Sarah’s blog is always spot on – even more “genius.” 

  3. Pingback: September 2013 IR and SEC Compliance Blog Summary | Building Shareholder Confidence

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