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Diageo pips BP to FTSE 100 social top spot
Drinks group Diageo has been named the most effective FTSE 100 company at communicating financial performance on social media, nudging BP, the top company for the last two years, down to second place.
Part of Diageo’s 2016 results infographic for Twitter
Analysis from FTI Consulting found that Diageo’s financial content on Twitter, YouTube and LinkedIn was engaged with 2,749 times in 2016 – 62% more than BP’s posts.
Its A Social Divide in the City 2017 report assessed the volume, quality and impact of content across corporate Twitter, YouTube, LinkedIn and SlideShare accounts.
The Johnnie Walker Scotch whisky maker’s use of social was deemed so effective that it climbed to pole position from just 12th in the 2016 analysis.
Diageo’s “eye-catching and visually engaging” content was praised, with the firm’s 2016 preliminary results infographic highlighted as a best practice example.
The use of the #Diageo2016results hashtag was also recognised as a winning strategy.
In total, the number of FTSE 100 companies using social media to communicate their latest full-or half-year results increased from just one to 69.
FTI Consulting found that Twitter remained the favoured channel for financial results, with 66 choosing to use the platform compared to 41 for LinkedIn.
Only 18 companies opted to include YouTube in their communication strategy, and just three used SlideShare.
In its most recent half-year results to 31 December 2016, Diageo’s reported net sales grew 15% to £6.4 billion (US$8.1bn), bolstered by better currency exchange.