FTI Consulting released the 2021 instalment of its ‘Social Divide in the City’ report, an annual ranking of FTSE 100 financial results reporting on social media.

The report measured the impact of content released throughout 2020 and found a consistent level of growth and investment in social media channels and content. Large global corporates are among those using social media channels to engage with audiences. Leading the FTSE top 20 Index were Glencore, Aviva and Llyod's Banking Group. The report also ranked the top performers by sector and platform, with Glencore leading on both Twitter and Instagram, AstraZeneca placing top on YouTube and Lloyd's Banking Group ranking the highest on LinkedIn.

Corporates used social media channels to tell stories of results and strategies in engaging ways. Video was notably used to illustrate the impact of the global pandemic on business.

LinkedIn remained the most prominent social media channel in terms of corporate effort and engagement. The report found a new divide in between those using CEOs to support communications and those that are missing this opportunity.

CEOs using personal social media channels or providing consistent engagement on corporate channels created more interest and engagement in the strategy and performance of business. This authentic means of communication was effective in connecting with audiences virtually during the pandemic.

Some organisations even refrained from sharing any financial data on results day, instead focusing on overall business strategy.

Ant Moore, senior managing director and head of digital and insights at FTI Consulting says, “It is clear that audiences respond to broader narratives around results, which may be in part to an ESG effect, but also it is a result of the expectation of corporates offering a more authentic, human voice around areas of business strategy and performance.”

The ‘Social Divide in the city Report’ assessed over 1,000 posts and 2.6m social media engagements.