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.

1. Digital Engagement Study:
Investors and Influencers Call for a Unified Digital Communications Strategy
The Digital Information Gap
Takeaway #1
An organization's ability to
88
%
50%
of media
narrowcast its communications
41
%
of investors
is gone, and it is not coming
13%
of media
back.
of investors
agree or strongly agree that
are able to locate relevant
breaking news via social media
corporate information online.
is useful.
Corporate-Owned Platforms
92%
50%
of media
Participate in
webcast
89%
50%
Post question
on Facebook
or Twitter
of investors
turn to corporate-owned platforms (e.g., newsrooms, IR
Media find both webcasts and posing
websites) when evaluating a company.
questions on social media channels as
valuable resources.
Social Engagement: Media vs. Investors
51% of media
16% of media
16% of investors
5% of investors
Media looks to social media channels for corporate
Digital engagement is viewed as three times
information three times more than investors.
more valuable by media than investors.
Takeaway #2
Third-Party Influencers
Key stakeholder groups value
COMPANY GENERATED
14
%
use
value
6%
2X
1X
14% of investors access company-generated
content directly on social media, and only 6%
find that content valuable.
use
value
10%
longer solely want traditional
means of communications.
media to connect with these
content is deemed twice
40%
companies; however they no
Companies must use emerging
Third-party social
THIRD PARTY
direct interaction from
stakeholders in new and
meaningful ways.
as valuable as
company-generated
social content by
investors.
40% of those same investors seek social
content from third-party influencers, and 10%
find such information valuable.
Traditional and Digital Communications
Takeaway #3
78
Organizations must remain
%
vigilant in executing both
traditional and digital
communications under a
unified, corporate approach to
of media find rich content types (e.g., videos, infographics, blog posts)
somewhat or very useful.
Press release
Press release
+10
%
Media
+18%
resonate with its full network of
stakeholders.
Although both audiences still deem traditional formats like press
releases valuable, investors (vs. media) find these more credible
than rich content vehicles.
Investors
For more information, visit: http://fticonsulting.com/digitalstudy.
View Report
About Us
Follow Us
...............................................................................................................................................................................................................................................
Contact Us:
Elizabeth Saunders
Americas Chairman, Strategic Communications
elizabeth.saunders@fticonsulting.com
+1-312-553-6737
Bob Knott
Senior Managing Director, Corporate Communications
bob.knott@fticonsulting.com
+1-202-312-9100
Mitzi Emrich
Managing Director, Digital & Social Engagement
mitzi.emrich@fticonsulting.com
+1-202-346-8883
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Research Methodology:
The Strategic Communications segment at FTI Consulting conducted an online survey among institutional investors, and financial and business media professionals
between Oct. 3 and Oct. 24, 2013. The survey sample consisted of 201 global institutional investors (e.g., analysts, portfolio managers) and 41 global, financial and
business media professionals (e.g., bloggers, editors, reporters).