Who’s Out There? CFOs can’t ignore social media. But what’s the ROI?

The power of social media — or, at least, its potential power — is not lost on American companies. Many are using it successfully for everything from new-product marketing to employee collaboration to innovative and very effective forms of customer service. But, most companies are struggling to turn nascent, ad hoc efforts into something resembling an actual strategy.

Clearly, social media engages enormous numbers of people: how else to explain how Starbucks got 8,006,349 Facebook “likes” (as of early December 2011) for its Frappuccino. More broadly, the numbers on social media adoption are spectacular. As of December, Facebook claimed 800 million active users worldwide, with 50% logging on every day. Twitter reported an average of 460,000 accounts created per day late last fall, with an average of 1 billion tweets per week. As of November 3, 2011, LinkedIn had 135 million members in more than 200 countries; two new users join every second.

That action is not just limited to consumers. A survey of 4,261 global executives conducted by McKinsey late last year found 72% reporting that their companies deployed at least one social technology. A November 2011 Towers Watson study of 604 global organizations found 69% planning to increase their use of social media tools over the next 12 months.

Read the full online article “Who’s Out There?” at CFO.com. For additional insight, refer to the CICA Practical Guidance Series, especially Using the Internet in Corporate Reporting: Practical Guidance for Managing Web 2.0 and Social Media. Also, see the four-part series on Using the Internet in Corporate Reporting (Part 1, Part 2, Part 3 and Part 4).

Corporate reporting - From compliance to competitive edge

Today’s business information and reporting is under fire from companies, investors, government and regulators alike. In response, PricewaterhouseCoopers (PwC) has published a paper called "Corporate reporting - From Compliance to Competitive Edge" which explains why today's business information and reporting is falling short, what's driving change, where insight is missing and how companies can take action. This report incorporates some of the findings from the PwC annual survey of the quality of FTSE 350 reporting.

(For more information on recent developments, visit the PwC corporate reporting website and also see the PwC Corporate Reporting Blog by David Phillips, Senior Corporate Reporting Partner in the Assurance practice of PricewaterhouseCoopers LLP.)

Communication Technologies put Privacy at Risk

According to a recent survey, Canadians are heavy users of social networks and other communications technologies, but many are not taking basic steps to protect their personal information. A telephone survey of 2,000 randomly selected adults, commissioned by the Office of the Privacy Commissioner of Canada (OPC), found that three-quarters (74%) of respondents own at least one mobile communications device, such as a cell phone, smart phone or tablet. However, only 4 in 10 use password locks for the devices, or adjust their settings to limit the sharing of personal information that may be stored on the devices.

The Canadians and Privacy Survey 2011 found that one-third of Canadians use public Wi-Fi sites, such as those located at coffee shops and airports, where online communication may not always be protected by encryption. Of those, fully 85% admitted to some concern about possible risks to the security of their personal information.

The poll, conducted by Harris/Decima, also found that just over half (51%) of respondents use social networking sites, such as Facebook, MySpace and LinkedIn. Fortunately, 4 in 5 said they take advantage of privacy settings that allow them to control access to their online content. Even so, 45% of all respondents who use social networking sites acknowledged that they are concerned about the associated risks to their privacy.

Mobile insecurity

The proliferation of mobile computing has brought on a number of challenges, specifically around security issues. Smartphones are repeating a pattern witnessed in the 1980s with desktop computers. They flood into the corporate fold without any rational plan. And very often, they are introduced by employees who can’t resist the status statement these devices make. The greatest obstacle to security is the users themselves. People believe nothing of value resides on their device, yet much can be used for identity theft, intellectual property theft or espionage. Everyone likes these devices for the immediacy and convenience, and don’t want to be bothered with security barriers, especially passwords. This is why many users deactivate the password protection, which to begin with is very rudimentary and requires only a four-digit PIN identification. In a regular notebook, that would never be accepted as security. To learn more, read the article “Mobile insecurity” in the September 2011 CAmagazine online.

The "cloud" and what it can do for your business

When someone talks about joining “the cloud” are you puzzled? What is it, what does it do and what does it mean for the future? Some believe the cloud is a major step in the evolution of the Internet. Others say that, without a doubt, cloud computing will play a huge role in the design, reliability and speed of corporate websites. Many are convinced that, within the next five to six years, most computing services will be delivered from the cloud. Still, for many small business enterprises, cloud computing is an abstract concept. To learn more, read the article "Still foggy on cloud computing?" in the September 2011 issue of CAmagazine online. 

The Top Ten Tech Issues

The Canadian Institute of Chartered Accountants (CICA) Information Technology Advisory Committee conducts an annual survey of the most important IT issues facing the profession, which provides interesting insight into the prevalence and impact that technology has on businesses. While some topics come up every year, the relative importance of several issues changes from survey to survey.

This year was no different. Information management rose to the top spot from No. 3, pushing last year’s No. 1 issue, legislation and regulatory compliance, to second place. The impact of the recession, No. 2 last year, fell to No. 10 in this year’s survey, while new and emerging technologies rose to No. 3 from No. 5. (To learn more, read the article "The Top Ten Tech Issues" in the September 2011 CAmagazine online.)

PwC Thought Leadership Highlights

Every month, PricewaterhouseCoopers (PwC) delivers a range of Thought Leadership materials that explore key business issues affecting companies around the world. This month the focus is on a variety of issues that address the following questions and more: What's the key to successful business innovation? What are the implications of the proposed FASB/IASB revenue recognition changes? How are businesses adapting to the changing needs of their talent? What's next for nuclear power? (for example, see View:Striking the innovation balance).

Also, experience the popular 10Minutes series on your iPad, now enhanced with new multimedia. With this inaugural issue, 10Minutes on the CEO Agenda, explore the eight pressing questions facing CEOs today, hear about the challenges directly from business leaders around the world. 10Minutes on the Cloud discusses how cloud computing can go beyond cost savings to offer a way to improve innovation and organizational agility, provide better customer engagement, and harness resources to focus on business imperatives.

Deloitte’s Top 10 Canadian TMT Predictions for 2011

In 2011, Canadian consumers and enterprises will continue to move away from a predictable but narrow world of standardized computing devices and are voting with their wallets in favour of diversity of choice. Between PCs, netbooks, tablets and smartphones, buyers must choose among a wide array of functionalities, platforms, operating systems, sizes, features and price points. Like kids in a candy store, consumers and enterprises will be both excited and overwhelmed by the sheer variety of options available to them. Canadians will use these various devices while shopping, while working, for social networking and for media consumption. (Read more about Deloitte’s Top 10 2011 Canadian TMT Predictions and download the Report.)

ACCA launches online Virtual Research & Insights Conference

More than 6,000 finance professionals have signed-up for the Association of Chartered Certified Accountants (ACCA) online Research & Insights Conference which launched last week. The conference sessions can be viewed on-demand via the ACCA website until October 27, 2011.

HRH Prince of Wales delivered a live address at the conference on his involvement with the Accounting for Sustainability Project, as part of the session on integrated reporting. The online audience also heard from Professor Mervyn King, deputy chair of the International Integrated Reporting Committee (IIRC), who talked about the future scope of integrated reporting, as well as the benefits and challenges of creating a framework that brings together financial, environmental, social and governance information in a clear, concise and comparable format.

The conference covered a wide range of topics from a wealth of expert speakers, including: the new business environment: opportunities for growth; why talent management in finance matters; integrated reporting: a framework for the future; financial issues from Brussels; extended audit reporting; the eProfessional: creating the next generation of accountants; making businesses accountable; cloud computing; social media; and XBRL.

(View the ACCA conference program and ACCA Attendee Guide, then register to access the conference presentations.)

Netwatch - Smartphones are changing everything

Jim Carroll recently noted that: "I was invited to talk to 250 students for my son’s Grade 12 class. When I ran the first text-message poll, I had about 247 responses within 60 seconds. For members of this generation, texting is like oxygen; their mobile smartphone is their view into the world. They’ll look at something like text-message-based banking and think it is a great idea. ...This speaks to a huge trend: significant business model change as a result of the impact of mobile or smartphone technology. ...And the trend isn’t limited to financial services — it’s happening in virtually every industry." To learn more, read the article "Smartphones are changing everything" in the August 2011 issue of CAmagazine online.

Six Key Trends that are Shaping the Business World

A 2011 Ernst & Young report Tracking Global Trends looks at six broad, long-term developments that are shaping our world. Key trends include: Emerging markets increase their global power; Cleantech becomes a competitive advantage; Global banking seeks recovery through transformation; Governments enhance ties with the private sector; Rapid technology innovation creates a smart, mobile world; and Demographic shifts transform the global workforce.

The three underlying drivers that have helped establish and perpetuate these trends are:

1. Demographic shifts. Population growth, increased urbanization, a widening divide between countries with youthful and quickly aging populations and a rapidly growing middle class are reshaping the business world and society as a whole.
2. Reshaped global power structure. As the world recovers from the recession, the rise of relationships between the public and private sectors has shifted the balance of global power faster than most could have imagined just a few years ago.
3. Disruptive innovation. Innovations in technology continue to have massive effects on business and society. Emerging markets are now becoming hotbeds of innovation, especially in efforts to reach the growing middle class and low-income consumers around the globe.

Social IR becoming more important in Europe, says study

"While investor relations departments in Germany, Austria, Switzerland and the UK mostly shy away from using social media, there is a growing belief that new media will become increasingly important to their communications with investors in the next 12 months, a new survey has found. The survey by the German investor relations association DIRK and international market research firm GfK polled more than 700 investor relations departments across the four countries. It found that relatively few are currently using social media in their IR programs, with only 12% German, 24% of Austrian and Swiss, and 26% of British IR departments saying they consider social media important or very important to their current IR activities. However, going forward 71% of Austrian, 62% of Swiss, 61% of British and 46% of German companies expect social media to become important or very important to their IR programs in the coming year." (Read the full article “Social IR becoming more important in Europe, says study” by Dominic Jones at IR Web Report online.

OPEN Forum Social Media Hub

American Express offers an online OPEN Forum Social Media Hub. To discover the mix of tools and tactics best suited for a business, the site provides a collection of relevant content including clips from a Social Media panel, OPEN Book: Social Media, Insight Guides, expert articles and more.

Harnessing the opportunities and managing the risks of social media

According to a recent publication by Deloitte, virtually every organization is either using or considering social media for internal and external use. Now, the question is how to use social media effectively, while managing the risks it presents for businesses. Social media presents unparalleled opportunities for growth, innovation, customer and competitive intelligence, early risk identification and diffusion. (To learn more, read Enterprise 2.0: Harnessing the opportunities and managing the risks of social media.)

Investors spend just 5 minutes on annual reports, according to the stats

“WEB traffic statistics compiled by Google show that investors are spending less than 5 minutes viewing annual meeting materials hosted by large vendors – and younger investors are almost entirely ignoring the documents. The statistics, which aggregate traffic to hundreds of online annual reports and proxy statements hosted by large vendors such as Thomson Reuters, Broadridge Financial Solutions and Computershare, suggest that companies’ disclosure documents are failing to hold the interest of web users, particularly younger users between the ages of 18 and 34 who have grown up with the web. Further evidence of a lack of investor interest in online annual reporting information is provided by statistics compiled using PostRank. They show little or no interest in company annual reports among users of social networking websites, as measured by the number of times they share links to online annual reports.” (Read the full article “Investors spend just 5 minutes on annual reports – stats” by Dominic Jones at IR Web Report online.

What's Next: Stay ahead of the future

What’s Next is a trends report offering clear, concise and non-sensationalist commentary on trends in society, business, science & technology, government and the environment. Each issue covers trends across twelve sectors and speculates about future risks and opportunities. The current issue of What’s Next is available free of charge on an online basis. Readers might also like to check out the Top Trends Blog.

Using electronic communications between CA firms and clients

Almost all CA firms are communicating at least some information to their clients electronically, according to the CICA’s most recent Managing a Public Practice (MAPP) survey on computerization. Nearly all firms represented in the survey send e-mails (99%), PDFs (96%) and other correspondence (93%) to their clients electronically. Four out of five firms (80%) send corporate tax returns to clients electronically. Personal tax returns (82%) and financial statements (87%) are also sent electronically by more than 80% of firms. The results are from a broader three-part MAPP CA practice benchmark survey conducted biannually with the partners of CA firms across Canada. (Read the article “Electronic Update” at CAmagazine online.)

Social media investor relations reaches tipping point

According to a recent post on IR Web Report, "IT HAS become a tradition of sorts that quarterly earnings season kicks off when aluminum giant Alcoa Inc. (NYSE:AA) reports its results. ...when the company announced its results, much of the activity and evident investor interest took place outside of the company’s usual channels, on its social media and document sharing accounts. While this might once have seemed remarkable, it’s now fast becoming standard practice for scores of companies – and many more will likely join the parade in the coming weeks."

"In fact, company disclosure channels that once seemed innovative – such as investor relations websites, webcasting and PR wire services – are struggling to stay relevant as investors grow accustomed to receiving information from companies in real-time on their favorite social networks in formats that are easier to access and use. These changes are irreversible and were very much in evidence as Alcoa posted its numbers this week. ...I can’t say this loud enough: SOCIAL MEDIA IS NOW MAINSTREAM, and companies that haven’t yet started using social media in their IR programs are in danger of finding themselves talking to increasingly smaller audiences. We have reached the tipping point for social media in investor relations. If you’re not using social media in your IR program yet, you need to make it a priority and start right away." (Read the full article "Social media investor relations reaches tipping point" by Dominic Jones at IR Web Report online.

Using the Internet in Corporate Reporting - A New CICA Research Report (Part 3)

The CICA research report, Using the Internet in Corporate Reporting: Practical Guidance for Effective Communications with Stakeholders, was prepared by a study group comprising current and former judges in the CICA’s Corporate Reporting Awards program. In its report, the study group concludes that corporate reporting will continue to evolve along with information technology, but that the fundamental stakeholder expectations of accountability and transparency will not change. It also concludes that every company needs an Internet-based communications strategy for achieving comprehensive and integrated corporate reporting. That strategy should reinforce accountability to stakeholders and ensure transparency by conveying key messages via the company website using Web 2.0 technologies (such as XBRL and data tools) and social media (such as Twitter and Facebook), as appropriate. Such an approach will help to strengthen collaboration with stakeholders and foster innovation. This is Part 3 of a multi-part series on the key messages contained in this new CICA research report (also refer to Part 1 and Part 2).

Using the Internet in Corporate Reporting - A New CICA Research Report (Part 2)

As previously noted, the Canadian Institute of Chartered Accountants (CICA) has released a discussion draft of the research report, Using the Internet in Corporate Reporting: Practical Guidance for Effective Communications with Stakeholders. As the title suggests, this report contains extensive practical guidance for effective communications with investors and other stakeholders. That guidance includes two case studies. PotashCorp was selected by the Study Group for a detailed analysis of the website design and information content of its 2009 Online Annual Report. BMO Financial Group was selected by the Study Group for a detailed analysis of the design and information content of the Investor Relations section of its website. Three separate guidance booklets have also been published ─ Practical Guidance for Managing Collaboration and Innovation, Practical Guidance for Managing Websites and Practical Guidance for Managing Web 2.0 and Social Media. This is Part 2 of a multi-part series on the key messages contained in this new CICA research report (also refer to Part 1).