Approaches to social media - Rui Peres Jorge, Portuguese Securities Market Commission, Portugal
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This presentation was made by Rui Peres Jorge, Portuguese Securities Market Commission, Portugal, at the 11th Meeting of OECD PBO & IFIs held in Lisbon, Portugal, on 4-5 February 2019
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Approaches to social media - Rui Peres Jorge, Portuguese Securities Market Commission, Portugal
- 1. Lisbon, February 2019 #cmvm on social media Lessons from 5 months
- 2. #european overview #CMVM ON SOCIAL MEDIA 2 Use of social media by some regulators in the EU Twitter LinkedIn Facebook YouTube all subjects subjects regarding events, reports, public consultations subjects related to consumer/investor protection and fraud prevention library for videos shared on other social networks AMF FCA FRC AFM ANACOM ASF 1.211 1.167 657 639 FIN-FSA 8.144 528 44.900 388 5.142 1.463 19.500 97 64.900 1 2.785 72 118.504 6.832 17.954 2.255 239 4.032 165 69 1112761635 27.961 3.499 3.350 Rules & guidelines: FCA | SEC | AMF (Canadá) | ASIC (Austrália)
- 3. #networks we use #CMVM ON SOCIAL MEDIA 3 • Official institucional account • More active presence since September 2018 • Constant follower growth (+52% to 9.480) #posts highlights • Contents mainly in portuguese • Specific contents from website Most impressions (7348) and likes (111) Most shared
- 4. #networks we use #CMVM ON SOCIAL MEDIA 4 • Official institucional account • Since september 2018 • Slow followers growth (140 | 5 months) • Contents mainly in portuguese • All contents published in the website • Mentioned 261 times #posts highlights Most impressions (4050) Most engaged (21x)
- 5. #networks we use #CMVM ON SOCIAL MEDIA 5 • Created for a specific event • 149 followers in a month and a half • Since September 2018 (stopped mid October) #posts highlights Most reach (1670) Most clicks (431) • Contents in portuguese • Contents related to the subjet of the event
- 6. #why and for whom #CMVM ON SOCIAL MEDIA 6 Goals and audience • enhance the reach of our messages and informations • signpost them to a broader audience • have a better understanding of the impact of what we communicate • target contents to specific segments of people Twitter LinkedIn Facebook Industry, opinion makers, journalists, population in general Industry, professionals from related sectors, journalists, business oriented Population in general #target audience #what we share Twitter LinkedIn Facebook all communications (press releases, events, consultations, statistics…) events, consultations, legislation, reports, periodic publications…) financial literacy and consumer/investor education
- 7. #challenges, risks and rewards #CMVM ON SOCIAL MEDIA 7 Summing up the first five months Increase followers Best time to publish Type of content, post Following, retweet # Exposure interaction Reputation reaction needed? Lack of control Twitter LinkedIn Facebook #challenges #risks #rewards Best time to publish Comment/respond Like posts from third parties # Exposure Reputation No response Lack of control Reach wider audience Best time to publish informal language Engagement # Exposure Reputation No response Lack of control critical mass | exposure | wider audience |gather insights | monitoring | awareness
- 8. #how do we interact #CMVM ON SOCIAL MEDIA 8 What we observe • Frequent mentions, mainly onTwitter and on third party publications about football • There are also mentions on publications from individuals, entities which whose professional activities are directly related to what we do • Shares are more frequente on LinkedIn and ofter include comments and hashtags by the one sharing What we do • We don’t answer, but we considering threads on specific topics if necessary • We don’t follow or retweet, but we are considering it
- 9. #CMVM ON SOCIAL MEDIA 9 Generic ‘hot topics’: football | politics | law Comments and mentions Our topics: measures | decisions | news #how our audience interacts with us
- 10. #what we’ve learned #CMVM ON SOCIAL MEDIA 10 • Social media handbook (Guidelines and rules) • Community management & engagement • Tailored made contents for each network • Keep building our social media presence Looking ahead
- 11. #from individual profile to an institutional #CMVM ON SOCIAL MEDIA 11 As a journalist • Establishing a public persona • Building an audience • Monitoring content from followers & experts • Getting a sense of the world around • Interaction: debate and direct answers As an institution • Establishing a public voice • Building an audience • Monitoring content from followers & experts • Getting a sense of the world around • Interaction: more tricky, but still necessary
- 12. #steppingdownfromtheivorytower #CMVM ON SOCIAL MEDIA 12 Getting real
- 13. 13 #cmvm on social media Lisbon, February 2019