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Influencers Surveyed Say Corporate-Run Digital Platforms Leave Them Wanting More

Stocks in this article: FCN

WEST PALM BEACH, Fla., Nov. 15, 2013 /PRNewswire/ -- FTI Consulting, Inc. (NYSE: FCN), the global, business advisory firm dedicated to helping organizations protect and enhance their enterprise value, today announced the full results of the firm's Digital Engagement Study, which evaluates the digital and social media practices of institutional investors and financial and business media professionals. Conducted by the firm's Strategic Communications segment, the research findings emphasize the need for companies' investor relations (IR) and corporate communications functions to operate under a unified digital strategy and the importance of leveraging online influencers as a means to amplify company messages via social media platforms.

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Findings from the FTI Consulting study underscore a disconnect between how media and investors prefer to consume information, and how companies currently disseminate information. While 88 percent of media and 50 percent of investors agree or strongly agree that breaking news via "social media" (e.g., Facebook, Twitter) is useful, only 41 percent of media and 13 percent of investors are able to locate relevant corporate information online.

"The proliferation of digital communications has resulted in a surround-sound ecosystem," says Bob Knott, Senior Managing Director and Americas Head of the Corporate Communications practice in the Strategic Communications segment at FTI Consulting. "An organization's ability to narrowcast its communications to discrete stakeholder groups is gone, and it is not coming back. Companies' IR and corporate communications functions must now — more than ever — work in lockstep, and leverage a variety of real-time platforms to communicate critical business information to its key audiences, which include media and investors."

According to the firm's survey, 92 percent of media and 89 percent of investors turn to "corporate-owned platforms" (e.g., newsrooms, IR websites) when evaluating a company. Fifty percent of media find both webcasts and posing questions directly to a company on social media channels to be equally valuable resources, underscoring the significance of a multi-channel approach to sharing corporate news (versus 16 percent of investors).

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