Needless to say, yesterday was a bad day for Twitter – and for those of us within the shareholder communications business with empathy. Here is the YAHOO! write-up on the drama. As you’ll read in the Yahoo! article, Twitter is not the first casualty of this type of error.
- Instead of preemptively issuing your IR website provider a copy of your earnings release for manual set-up and “go live,” enable your IR website to AUTOMATICALLY receive and release material news directly from your newswire provider. This automation prevents the pre-staged “a la’ carte” HTML earnings release webpage from either being hacked or mistakenly taken live.
Automation marks your official newswire powered news release as the core dissemination point for market moving news. Everything else is fed from that: IR site, email alerts, Twitter, StockTwits, RSS, etc. One and done and as simultaneous as the internet can be. Here is a whitepaper that discusses Twitter, StockTwits and your newsflow.
Today, in the IR-product environment, all the IR website vendors have offered news release auto-posting for several years (our IR website solution is called IR Room). It’s not difficult to enable, but it does require configuration and QA testing. Please don’t try to knee-jerk automation in for this quarter.
- IR departments need to use this as another indication of the strength of social media. It’s unfortunate that it’s a missed expectations example.
Cynically, we could huff this away as another “bad news travels fast in social media” scenario – however, in this case, it is important to understand that (for their marketing purposes I assume) Twitter does not use a newswire – all their material news is sent and $CASHTAGGED via their own network.
Their investor audience was trained, primed and ready to react from any news in their Twitter stream. And react they did. Like it or not, investors are using social media.
Again, here is a whitepaper that discusses Twitter, StockTwits and your newsflow.
Feel free to dismiss the points above as being newswire biased. The automation feature will prevent this type of error.
Best wishes for a glitch-free earnings season!