Tag Archives: social media marketing for investment banks

8 reasons why your company should be on Twitter

Companies are increasingly using the internet as a means by which to communicate with key audiences.  And as Ed Adler (@eadler12recently outlined in PRWeek, Twitter may be the best place for corporate executives to begin online engagement.

Importantly, as Adler notes, as a result of the rapid acceleration of internet adoption by consumers around the world, corporate executives “leave them[selves] and their companies at an increasing disadvantage” if they don’t adopt a considered online presence.

Social media usage greater than traditional media

Adler cited statistics which reflect that “by 2020, Millennials will make up 50% of the workforce. Today, 71% of Millennials check social media sites at least once a day. Twitter has more than 316 million active users, LinkedIn boasts 400 million members, and the population of Facebook (1.5 billion monthly users) is larger than that of China. The number of users is more than 150 times the combined daily circulation of The New York Times, The Wall Street Journal, The Washington Post, Financial Times, Los Angeles Times, USA Today, Forbes, and Fortune.”

Twitter, Adler notes, provides companies with a superb means by which to:

  1. Deliver news;
  2. Manage crises;  
  3. Identify influencers;
  4. Raise awareness;
  5. Generate recognition;  
  6. Increase loyalty;
  7. Engage employees; and
  8. Control the narrative.

Twitter is unique among social media channels

Adler noted in particular that Twitter has the unique quality among social channels of serving as a stand-alone real time news platform where “industry influencers can truly change company positioning with just 140 characters”  He noted how “Goldman Sachs… no longer distribute[s] press releases on the wire, but [instead] use[s] Twitter to release its results.”

Social Media usage is seeing 25% year-on-year annual growth

He concluded by noting that social media usage is growing 25% year-over-year across all age groups (citing ComScore) — making it an essential component for the communications strategy of any company and its senior management going forward.

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“Long form content” among digital trends of Davos 2016

Long form content is among 5 digital trends of Davos 2016, according to Marcia Newbert (@EdelmanDC), writing in Edleman Digital Blog.

As Newbert explained, each January, “the Annual Meeting of the World Economic Forum (WEF) in Davos, Switzerland, attracts more than 2,500 of the world’s top business leaders, academics, celebrities, activists, media and political elite to an otherwise sleepy ski town in the foothills of the Swiss Alps…The theme of this year’s [meeting, which took place between Jan 20-23, was] the Fourth Industrial Revolution, a new era that builds and extends the impact of digitization. So it’s fitting then, that even more so than last year, the impact of digital channels can be felt on the ground.”

Those 5 trends, as Newbert detailed, are:  1. A Growing number of digital channels; 2. An Explosion of Davos social conversation; 3. The Widespread adoption of multimedia content; 4 The staying power of long-form content, and 5. An uptick in paid amplification.

Explaining the long form content trend in particular, Newbert wrote: “The World Economic Forum’s Agenda blog published more than 70 blog posts from their staff and WEF attendees on Tuesday alone. Ian Bremmer, President of the Eurasia Group; Mark Tercek, President and CEO of the Nature Conservancy; and Devin Wenig, President and CEO of eBay* used their LinkedIn Influencer platforms to share their thoughts on the emerging trends in their respective industries. Other organizations like The Girls’ Lounge are using Medium to share their long-form essays about Davos.”

Corporate content marketing efforts are increasing

So while Davos’ digital trends reflect a deepening and diversification among digital and content marketing trends – “69 percent of companies are [now] growing their content” marketing efforts — as Travis Wright (@teedubya), Chief marketing technologist for CCP Global outlined in Inc. this week. “Modern marketers are devoting an increasing amount of resources towards creating great content and efforts to boost awareness rather than continue to invest in ads”, Wright detailed.

Based on Davos’ digital trends from 2016, therefore, long form content ought to be among the practices companies consider keeping at the forefront of their increasing content marketing efforts.

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Social media: A cost-effective way to strengthen private equity-corporate relationships

“Private equity investing is a relationship business. As more of our personal relationships move online, social media becomes a very cost-effective way to strengthen a firm’s corporate relationships”, as David Teten (@dteten) observed in a 2013 article in PE Hub (@peHUB) (an online community for professionals in private capital).

The C-suite is already benefiting from social media

According to”a 2014 Global Social CEO Survey of 1000 US and UK employees in diverse companies, ranging in size from startups to Fortune 1000 companies”, “social media engagement by companies’ c-suite executives is more critical than ever”, as Meg Guiseppi (@MegGuiseppioutlined in Executive Career Brand.  In particular, the study found that:

“Conversations taking place on Twitter, LinkedIn…YouTube…and other social channels do not stop because management is not looking. When executives fail to speak for themselves, other voices fill the void and the conversations continue without them.”

“C-suite executives who embrace social media”, therefore, “gain a competitive edge” Guiseppi concludes.

Private Equity can benefit, too

In private equity, David Teten cites “Robert Bruner, dean of the Darden School of Business, [who] observed in an interview that social media is particularly important in origination because of the significance of ‘weak ties‘ in identifying investment opportunities. In addition, he predicted that the rise in importance of online networks will make the most credible players even stronger.” Teten “suggest[s] the reason for that is: As people consider doing business with others that they know primarily online, a known brand becomes a significant expediter of a potential transaction.”

Teten goes on to detail how some private capital market advisors are already benefiting from social media, including his own firm, ff Venture Capital.

But how can a private equity firm adopt social media effectively?

Considered adoption of social media engagement by private equity professionals will result in more deal flow and larger and deeper referral networks.  But before embarking upon any social media effort, firms should educate themselves about what options are available and how to tailor a program unique to an individual firm.  Becoming more aware of what leading firms are already doing is just one of the prerequisites to beginning a unique, tailored effort.  Choosing which methods to communicate your unique message, what social channels to use, and which professionals to work with to adopt these efforts, are vital to get right before starting.

Important to keep in mind, however, is that the use of social media by the C-Suite consumers of middle market corporate advisory services is expanding rapidly.  Hence time is of the essence.

How social media is helping legacy media reach new heights

As Lucia Moses (@lmoses) reported today in DigiDay, The Washington Post recently surpassed the New York Times in online traffic via a strategy that includes increased social media engagement efforts, including:


“Digital news outlets today can no longer assume readers will come to them, so they need a strong social distribution strategy to reach readers where they are”, as Moses reported.

In particular, “The Post has been aggressive in distributing its content far and wide, from Facebook Instant Articles to Apple News, and its numbers reflect that”.  And “(Two viral hits in June helped make [The Post] the 20th-most-engaging publisher on Facebook, according to Newswhip.)”.


Moses detailed how: “The Post’s total audience grew 59 percent in the past year, according to comScore. But while the desktop audience grew just 6 percent, the mobile audience nearly doubled.” [emphasis added]


“The Post’s most popular stories show a traditional newsroom balancing the demand for viral hits with hard news coverage.”

Fast-paced blogs

“The Post also has been breathing new life into its fast-paced blogs, and that effort has paid off”, as Post executive editor Martin Baron (@PostBaron) told Moses.

Lessons for the corporate and professional services sectors

Corporate and professional services would be wise to emulate the success the Washington Post has achieved via a well-thought-out social strategy.  Substantive, well-written content combined with proactive social media engagement on the best platforms will generate more traffic.

Businesses need to be online

As Stephanie Sammons has outlined in WiredAdvisor:  More business are realizing “that they need to be self-publishing to attract and retain clients in the digital age.”  “You may think of yourself as being influential,” she writes, “but if you’re not blogging in the digital age, you’re likely not going to be influencing anyone online.”

Good Content + Effective Mobile/Social Engagement are key to success

Barbara McKinney explains in an article published on exploreB2B (citing Derek Miller): “With every content marketing shooting for ways to stand out from among the competition, one simply cannot settle with mediocrity. The only way to compete is to offer something quite unique, and rich-media content is the go-to “variety” that everyone is looking for.

“Mobile is becoming the default device of choice not the laptop”, writes Jeff Bullas (@jeffbullas) on his widely read blog about social media marketing.  “This device shift will be most prevalent in emerging nations including Asia and Africa as 3 billion more people go online on mobile devices. Not tethered personal computers.”  And “mobile marketing spend is predicted to hit $65 billion by 2019 in the US alone”, Bullas outlines.

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Business Insider sale: Implications for corporate and professional services publishing

Corporate and professional services firms can learn something from the recent acquisition of online digital news magazine Business Insider (@businessinsider) by European publishing company Axel Springer (@axelspringer_EN):  Online publishing is something you should be embracing.

Last month, Julia Greenberg @julia_greenberg), reporting for Wired, outlined how Business Insider has just been purchased for $442 Million dollars – $200 Million more than what the Washington Post sold for in 2013.  And while Business Insider was able to rapidly scale itself thanks to $60 Million dollars in funding since its founding in 2007 — a corporate or professional services blog or online magazine could grow a substantial global audience with a comparatively tiny investment.

Seek to emulate the success of Business Insider

A blog, a managing editor, and a commitment to publish about subjects of importance to key potential clients and business partners might be all that’s needed to create a mini-Business Insider.  Imagine from that small investment what kind of audience might be built — and customers that might be won.  Since 2007, as Greenberg outlined, Business Insider’s audience has grown to 76 million unique monthly visitors.  A small fraction of this audience is likely to markedly increase knowledge of and custom for, a business that publishes online.

The importance of publishing in a digital age

As Stephanie Sammons has outlined in WiredAdvisor:  More business are realizing “that they need to be self-publishing to attract and retain clients in the digital age.”  “You may think of yourself as being influential,” she writes, “but if you’re not blogging in the digital age, you’re likely not going to be influencing anyone online.”

And while many professional services firms and corporations are still mulling over whether to take the plunge and establish basic publishing efforts, Business Insider’s acquirer Axel Springer is marching forward into new online niches.  For example, as Greenberg reports, they’re “also invested in digital news startups…and [a] news reader app.”

Create your own mini-Business Insider

A Business Insider valuation which exceeded that of the Washington Post sends a very clear message about the importance of online publishing:  Good all-digital publications can in a short time exceed the titans of the old-media era.  And since anyone can adopt online publishing at a relatively low-cost:  Why not, if you’re a professional services firm or corporation – create a mini-Business Insider and gain a wider, global audience and  generate more business as a result?

Corporations and professional services firms don’t need to out-do Business Insider in the publishing business to achieve online success.  But they can emulate its success on a much smaller scale and reap the rewards that online publishing offers.

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Delegating social media: No easy task

Approximately 40% of the world’s population is connected to the internet, the growth of which you can view live here.  “In 1995, it was less than 1%.  The number of internet users has increased tenfold from 1999 to 2013.  The first billion was reached in 2005. The second billion in 2010. The third billion in 2014”, according to the same source.  Back in 2004, an article in Entrepreneur magazine outlined why any business needs to be online.  Trends since then reflect in exponential terms why this is much more true today – and will increasingly be so.

Businesses need a sophisticated online presence

The question of whether your business should be online is clear.  However, the options for the form that presence would take are becoming more numerous and complex.  Given the rapid increase in the size of the internet audience and the multiplicity of potential social channels that might be deployed and utilized, businesses must become aware of all their online options to upgrade existing efforts or to begin new ones.

Any company considering an online presence will likely be asking itself:

  • What method should we use to promote ourselves online – a website, blog or more?
  • Which social media channels should be employed? YouTube, Twitter, WeChat, Weibo, Facebook, LinkedIn to name but a few.
  • What sort of content should be used?  Written? Visual? Audio?
  • How can and should new content be researched? Analyzing competitor data? Analyzing macroeconomic trends and applying them to ideal potential customers? Then how do we translate it into easily digestible “social” posts or broadcasts or videos?  Again, to name a few options.
  • And ultimately, to whom should you entrust your strategy, content production and social media management?

Why is the delegation of social media management important?

The public presence of your company on live, global, interactive (ie social) media — A 24/7 news cycle for business — is very important for seizing commercial opportunity.  But it can also be dangerous as social media is by definition public.  You will face danger if you’re not very careful in how you manage these very public channels.  For more information about those dangers, read GrantThornton’s paper on Social Media Risks and Rewards.  But delegating that social media management is not an easy task, as a recent article by Jonathan Gebauer (@jogebauer) explains.

What’s required of a social media manager?

The essence of Gebauer’s article is that social media management must be undertaken by someone with the maturity, gravitas, knowledge and skill set required to help your company navigate the pitfalls of social media while advancing your interests of engaging your ideal audience creatively and effectively everyday. Day in day out.   In particular, Gebauer points to the following attributes he see’s essential for a social media manager:

  • “A fair understanding [gleaned in a short period of time] of what defines your company and your company values”
  • The ability to “apply what you want to achieve and your company’s specific identity” to your social media efforts.
  • The ability to “work with advanced information that you probably can’t give [him or her] at the beginning.”

All these and more, I would argue, are imperative for the social media manager to be effective in an increasingly complex, global arena.

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