Nestlé : Sugaring tweets

Four ways to add value to an investors Twitter feed.

The Site

Nestlé, the Switzerland-based world’s largest consumer food and drinks company, runs an exceptional investor relations Twitter feed.

Nestlé signposts its investor relations Twitter feed, @Nestle_IR, from two locations within the Investors section of nestle.com. First, on the section landing page in the form of a conventional Twitter logo, under the heading ‘Follow Nestlé IR’. Second, as a @Nestle_IR link on the Investor Contacts page, underneath the main investor relations telephone number and e-mail address.

The feed itself has a photograph of the head of investor relations (IR) as its Profile Image rather than a company logo, as is more conventional. The ‘bio’ field of the feed includes the head of IR’s name and of two company IR officers, plus e-mail and telephone contact details. The feed’s tweets cover reminders about imminent conference calls and links to investor presentations recently posted on SlideShare, as well as links to results material on the Nestlé website. The feed is also used to reply directly to followers’ questions.

The Takeaway

Nestlé’s investor relations Twitter feed, launched in October 2011, is exceptional for four reasons, starting with the inclusion of a signpost to the feed alongside IR telephone and e-mail contact details. This positions it as an integrated contact point for the IR team, rather than a fragmented silo.

Next, the use of a (relatively informal) photograph of the head of IR as the profile image conveys an impression of openness and helps to personalise the feed. Third, the inclusion of the names of three IR team members, plus telephone and e-mail contact details, in the feed’s ‘bio’ section amplifies this impression of openness and provides investors and analysts with useful additional contact points. Finally, the targeted nature of the tweets themselves provides followers in the financial community with a relevant, concise and uncluttered stream of useful information.

First published on 24 May, 2012