How you can create an IPO communications strategy for social

Initial public products (IPOs) are major company and career milestones. It’s only natural to want in order to knock your IPO marketing communications strategy out of the park. In fact, it’s a major opportunity.

So , how do you make the most out of the big day? For an outsized impact, let social media be the secret sauce that improves your strategy from “good” to “great. ” Social’s role in investor relations has blossomed over the past few years, making it a go-to channel for listing day communications. Your day-of presence will lay the groundwork in order to connect with a brand new audience of investors post-IPO.

Keep reading to learn more about social’s role in your IPO communications strategy. Plus, we’ve also outlined a detailed timeline with instructions for a successful listing day social moment.

3 factors social needs to play a role inside your BÖRSEGANG (ÖSTERR.) communications strategy

If your IPO may be the first day of school, your social strategy is the outfit. It’s what helps you make a stronger first impression with potential investors. Beyond that, here are the three main reasons interpersonal needs to be included in your IPO strategy:

1 ) It’s a key tool for investor relations

Social media doesn’t simply move markets on its own. Specific platforms possess built a strong audience associated with investors, big and little.

“ Social media has become a key platform for investor relations specialists to gauge important discussions around their company as well as the broader market. Particularly in recent years, platforms like Reddit plus Twitter have become popular places for retail and institutional investors to discuss and evaluate market trends. ”

— Abigail Schmitt, Corporate Communications Strategist in Sprout Social

Your listing day social presence will be your own launchpad to connect with this new audience. Being thoughtful regarding your strategy can help you court your first few investors.

2 . It is essential for risk management

Going public comes with a whole new set of communications obligations, including SECURITIES AND EXCHANGE COMMISSION’S regulations . As you make the transition from private in order to public, social listening will play an essential role in your risikomanagement toolkit.

Within the days leading up to the IPO, you’ll be working under a microscope. Any information shared that is at odds with SECURITIES AND EXCHANGE COMMISSION’S rules can derail your whole listing process. With interpersonal listening, you can monitor the particular conversations happening around your brand to ensure everything is usually above board.

Once your first trade is certainly live, you can also use interpersonal listening to monitor brand health in real time. These insights will be crucial while preparing for your first few rounds of investor Q& A.

3. It’s where your IPO story will occur

The bell ringing wedding ceremony creates a major social media second. For one day, your brand name will be amplified by the Nasdaq brand. The impact this can have on your reach will be huge.

Businesses like Expensify use this opportunity to strengthen their brand stance as a public company. This illustration shows how much they’ve grown while staying true to their own vision by repurposing a well known social post format.

Social allows you to lean on more immersive visual storytelling tools, like images, video clip and audio. Compare that to a standard text-only pr release and you can probably guess that will leave a more lasting impression.

These situations combined make social great hitter in your IPO marketing communications strategy.

Creating a social communication arrange for your upcoming IPO

The road for an IPO is paved in confidentiality. When and how conversations move beyond the C-suite and into your communications group will largely depend on the structure and operating norms of your company. That said, you are able to anticipate needing three to four several weeks to get your social strategy in order.

Use this timeline to effectively collaborate with your social media team in the months leading up to listing day:

3 months to listing day

Complete the following procedure for set the foundation for a excellent working relationship throughout your IPO planning process:

Share overarching IPO marketing strategy

Kick off your partnership simply by sharing the strategy files you’ve created thus far. This will help your social team much better understand the goals and expectations around your IPO while also shedding light on SEC rules and regulations.

Some important items to consist of:

  • Your IPO narrative : What is the message you want to connect alongside your IPO? Interpersonal will play an integral role within telling this story. The more details you can share here, the better.
  • Priorities and concerns : If there are opportunities you want to capitalize on or issues you’re trying to avoid, make sure to outline them upfront.
  • Important timeline information : Be very clear about any content review deadlines. Social teams are notoriously slim , so anything you can do to make their process a lot more streamlined will be appreciated.

Ask for social team feedback

Your social media manager will be able to provide more insights on network-based opportunities. If you give them space to develop their channel game plan, your whole IPO communications strategy is going to be stronger for it.

Ask them for thoughts and feedback on social’s function before, during and after your listing day experience. They could illuminate risks and possibilities you may have missed.

Outline team functions and responsibilities

Your IPO social strategy will extend significantly beyond more than just posting and engagement. Here are some additional items which will need owners for a profitable listing day:

  • Day-of mailbox management : The increased brand exposure will likely create a huge influx of incoming messages. You’ll likely have to tap multiple people to deal with this to account for splits and after-hours monitoring.
  • Event shows : C-suite-level executives will want to see how people reacted to the day as a gauge regarding communications success. Deciding who will be responsible for those highlights can streamline the process while enabling you to share examples live as they happen.
  • Employee advocacy : A good employee advocacy strategy is vital to ensuring your IPO activates without a hitch. Whoever is in charge of this will need to ensure all employees are aware of what they can and can’t say leading up to the big event.

1 month to listing time

Chances are, the planning is done and the tires are in motion. Now is the time to lay the groundwork designed for increased reach on listing day.

Decide on a branded hashtag

Your own cashtag will help you monitor stock-related conversations happening on Tweets. Still, if you want a tag you may use across all networks, you’ll need a branded hashtag .

A listing day time hashtag can make reporting at the success of your IPO marketing communications strategy much easier. Your cashtag will be included in social conversations for years to come. Conversations together with your branded IPO hashtag is going to be specific to your listing day time.

Develop listing day content

Many IPO-related communications will need legal approval, which takes period. Prepping your copy plus visuals ahead of schedule provides enough breathing room to get final sign-off.

Sprout Social's Calendar Notes feature, which helps social media managers create placeholders for upcoming content.

Pro-tip : The Nasdaq team may have a social professional recommend some opportunities for occasion promotion on their channels. Knowing when they’re going to share their own message, you can include a placeholder for it in your schedule using Sprout Social’s Calendar Note feature .

Outline patterns of engagement

You will not be able to engage with every message that you’re tagged in on listing day and you also shouldn’t try to. Interacting with share predictions or updates may look like an endorsement, which usually falls under tricky legal territory.

Build a document that outlines what types of messages your team should engage with and how. Include some legal-approved canned responses so that your teams can keep their social media response times quick on listing day.

1 week to listing time

It’s the final countdown. Time to get ready for the exposure that comes with becoming a public company.

Set up your interpersonal listening tool

Set up a brand health listening topic in order to IPO day conversation styles.

A screenshot of Sprout Social's Listening tool displaying sentiment data.

Setting this upward in advance will ensure it doesn’t get missed within the listing day madness. Check it throughout your IPO to monitor real-time reactions plus sentiment data.

Get all your resources in one place

Once you receive all of the necessary legal approvals, make a folder to organize your final assets. This will speed up your own publishing process on IPO day while mitigating the chance of any unauthorized posting.

A screenshot of Sprout's Asset Library tool, displaying an IPO Content folder.

This file should house everything you plan on sharing on IPO day—copy, image files and every other creative assets you have upon deck. If you’re using Develop Social, the Asset Library will help you sort and content label each file for easy access. Otherwise, a Google Drive document with the proper permissions in position can work, too.

Confirm your inbox management strategy

If you manage your own social inboxes natively, you’ll want to divide and conquer on IPO day. Generate an hourly schedule that will details who is managing which inbox and when. Those people will also be responsible for flagging any kind of day-of social opportunities or risks.

A screenshot of Sprout Social's automated tagging feature.

If you’re using an inbox management tool , set up a rule to automate day-of message categorization. During Sprout’s IPO in 2019, we all set up an Inbox Principle that labeled any message with our cashtag as stock-related so we could easily filtration system them in or away as needed.

Listing day

On the big day, your main priority will be having your company to that first business with no hiccups. More eyes will be on your company compared to usual, so make the most of it with these tips:

Reiterate employee advocacy guidelines

The risk of sounding like a broken record is way less hazardous than the risk of an SEC violation. Reshare guidelines on which employees can and can not share leading up to your first trade on listing day event, and the morning of, to ensure everyone is on the same page.

Rely on internal channels

This is an absolute must if you’re managing an IPO inside a hybrid work environment.

A screenshot of a the Slack channel creation window, displaying the set up of a private channel for IPO-related discussions.

Use your business messaging platform (whether that’s Slack , Teams or other) to create a channel for BÖRSEGANG (ÖSTERR.) day communications. This will boost visibility across task owners for a smoother workflow.

Celebrate your own achievement

Navigating an IPO isn’t just a milestone for your business. It’s a career event for you and every member of your group as well.

On listing day, you’ll be participating in something that merely a handful of communications professionals may have the opportunity to do. Don’t forget to step back, soak it in and take tons of behind-the-scenes photos for even more IPO-related social content.

Get listing day-ready

Becoming a public company is a main turning point for businesses. The particular months leading up to ringing the particular Nasdaq bell will be busy, but all the work will be worth it once you’re celebrating this particular impressive career milestone with the rest of your team.

Remember: going community is only half the fight. Soon, you’ll have to get around being a public company, and all the opportunities and hurdles that come with that.

Work closely with your social team to keep tabs on each. Check out this guide to social media for investor relations to obtain an idea of what you need to be looking out for and why.

The post How to create a good IPO communications strategy for interpersonal appeared 1st on Sprout Social .

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