How to create an IPO communications strategy for social

Initial public offerings (IPOs) are major business and career milestones. It’s only natural to want to knock your IPO communications strategy out of the park. After all, 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 elevates 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 for connecting 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 reasons social needs to play a role in your IPO communications strategy

If your IPO is the first day of school, then 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 social needs to be included in your IPO strategy:

1. It’s a key tool for investor relations

Social media doesn’t just move markets on its own. Specific platforms have built a strong audience of investors, big and small.

'Social media has become a key platform for investor relations professionals to gauge important conversations around their company and the broader market. Particularly in recent years, platforms like Reddit and Twitter have become popular destinations for retail and institutional investors to discuss and analyze market trends.'

— Abigail Schmitt, Corporate Communications Strategist at Sprout Social

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

2. It’s essential for risk management

Going public comes with a whole new set of communications responsibilities, including SEC regulations. As you make the transition from private to public, social listening will play an essential role in your risk management toolkit.

In the days leading up to the IPO, you’ll be working under a microscope. Any information shared that’s at odds with SEC rules can derail your whole listing process. With social listening, you can monitor the conversations happening around your brand to ensure everything is above board.

Once your first trade is live, you can also use social listening to track 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 unfold

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

How it started / How it’s going. #ExpensifyIPO $EXFY pic.twitter.com/07Rbr38Lod

— Expensify (@expensify) November 10, 2021