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Having someone allocated to curating your social media content will ensure that the honeycomb framework is adhered too and content is managed effectively to build relationships with investors and to monitor comments, interactions, variety in engagement through video, imagery, profiles, wins. Curating your social media content ensures that your content is also planned and monitored.

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Parts of the honeycomb that accelerates misinformation

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Parts of the honeycomb that accelerates misinformation

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Sharing Block - As covered in Question one handling positive and negative information for investors. If there is more negative than positive and you’re unable to prove how you rectified the problem you might open yourself up to unwanted comments this then leads to the reputation block which could severely impact your credibility. Finally the conversations block - knowing your topic and ensuring that the conversations and interactions your presenting are from a reliable source otherwise you could lose investors lack of credibility.

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Three parts of the Honeycomb Framework that are most important

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Three parts of the Honeycomb Framework that are most important

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Sharing Block

Investors are very likely to share findings that are impressive or ordinary within their network, so it’s prudent that content is accurate.

Identity Block

Sharing identity content is very important to your investor to help build trust and transparency. The more they feel they know you and can put a few to a name or relate your back story or career journey the more likely they are to engage.

Reputation Block

The more followers and engagement that you receive shows your credibility and popularity with your investors.

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It is very important that companies share both positive and negative content across their social media platforms. It helps to build a relationship and trust with your stakeholders to show your successes and your failures and how you are able to celebrate and also improve or solve issues as they arise. It’s important to share what went wrong or didn’t work and what processes you have developed to mitigate any problems in the future.

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Examples include sharing simple summaries of financial results, explaining key business updates, providing balanced news about successes and challenges, and correcting misinformation with accurate information. Good curation helps investors quickly understand what is happening in the business and builds trust through clear, reliable, and relevant communication.

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The sharing, conversations, and reputation parts of the Honeycomb Framework can accelerate misinformation. Sharing allows information to spread quickly, while conversations encourage people to comment, speculate, and repost content. Reputation can also play a role, as people may trust and share information from popular or influential accounts without checking if it is accurate. These elements can help false information spread rapidly across social media.

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The three parts of the Honeycomb Framework that are most important for investor relations are trust, communication and sharing information.

Trust is important because investors need confidence that the company is honest, reliable, and well managed. A positive reputation makes investors more likely to support the business and trust its decisions.

Communication matters because investors want to hear directly from the company and have opportunities to ask questions or seek clarification. Open communication helps build stronger relationships and reduces misunderstandings.

Sharing Information is essential because investors rely on timely updates about company performance, financial results, and important business developments. Social media allows this information to be shared quickly and easily.

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Balanced content sharing is important because investors rely on companies to provide a fair and honest picture of performance. If an organisation only shares positive news, it can appear selective and reduce trust over time. Being open about both successes and setbacks helps build credibility.

When communicating negative information, companies should be transparent about what has happened, explain the impact, and outline the actions being taken to address the issue. This demonstrates accountability and gives investors confidence that risks are being actively managed. By providing balanced, timely, and consistent updates, organisations can strengthen trust, support informed decision-making, and maintain their reputation, even during difficult periods.

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Parts that may accelerate misinformation.

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Parts that may accelerate misinformation.

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Sharing and conversations may spread misinformation quickly. People can repost incorrect information or rumours before checking whether they are true. Comments can also be misunderstood or taken out of context. Companies should monitor their social media accounts and correct false information quickly.

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Three important parts of the social media honeycomb.

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Three important parts of the social media honeycomb.

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I believe the three most important parts are:

Sharing: Companies can quickly share financial results, announcements and other important information.

Conversations: Investors can ask questions and communicate directly with the company.

Reputation: Honest and reliable communication helps the company build trust with investors.

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Companies should share both positive and negative information honestly and at the same time for all investors. They should explain any problems clearly and outline how they plan to respond. This helps build trust and shows that the company is transparent and credible.

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Corporate Affairs teams spend much time in curating a company's social media presence to maintain reputation, demonstrate transparency, build relationships and promote conversations for investor relations. This includes responding, reposting, updating and monitoring responses and feedback.

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Sharing - misinformation distribution can happen through user exchanges in the same way that factual information is shared. When misinformation is related to a company it can go viral, and it can be difficult to provide a response that is listened to.

Conversations - aligned to sharing

Relationships - where the relationship is poor between the company and those that are engaged (e.g. protest) this can increase the potential for misinformation to then be spread, aligned to Sharing and Conversations.

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Reputation - Social media presence can contribute positively or negatively to a company's reputation. Accurate and timely posts, with the ability for other users to comment, can support reputation also.

Identity and Presence - Clear social media presence and engagements, showing real people and situations will demonstrate transparency and support reputation.

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Balanced sharing implies both/all sides of the story. This could be difficult for an organisation to do, in any context. The organisation and the senior executives I work for often post information on social media platforms (after material disclosures are made to relevant stock exchanges), and the comments sections blow-up with positive and negative responses. These responses are often imbalanced and the company does not respond through this forum. Where speculation reaches a material level official disclosures are also made, as required by law. One way to show there is opportunity for balanced sharing is allowing the comments section to remain open.

All material information must be shared with stock exchanges, required by law, but can also be shared on social media platforms after this. Sharing only positive information leaves a company open to criticism when negative information is also available through other sources.

To ensure trust in social media engagements a company must be able to demonstrate that the source (social media account) is legitimate, and not fake. Access to post from these accounts on behalf of the company should be strictly limited, and all communications should go through a disclosure process before they are posted.

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Selective and Strategic Dissemination of Information (What to Share)

Companies choose which information to disclose on social media, emphasising positive news. Organisations make decisions on what content appears and how it shapes investor perception. They act as gatekeepers of what investors see.

Timing and Frequency of Posts (When and How Often to Engage)

The article describes companies actively deciding how frequently to broadcast earnings announcements and reminders on platforms like Twitter—sometimes every quarter to maximise investor engagement and market response.

Choosing the Organisational Representative (Who Will Speak Online)

The article provides examples where senior executives themselves—such as CFOs—serve as the company’s voice on social media, engaging directly with investors. Determining who represents the organisation is a core element of curation.

Tailoring the Presentation Style and Format for Specific Platforms (How to Engage)

Companies curate not only what they say but how they say it—choosing formats (e.g., short tweets, videos, informal tone), tailoring disclosure styles and breaking messages into smaller posts based on expectations for various social media platforms. This is curation because it involves how communication is packaged and delivered.

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Conversations – in situations where an adverse market situation has developed or another concern has come to light, such as the revelation of unethical conduct by a CEO and the organisation is not timely and transparent in its communication approach via social media, conversations between investors will occur at high velocity and will write their own story. Misinformation will spread rapidly to fill the void.

Sharing – there is the potential for misinformation to be shared rapidly and wildly through investor networks via social media. Investor content can be based on rumours, false announcements and assumptions that fill a void where an organisation remains silent when an adverse market event occurs.

Presence – linked to the high velocity conversations, organisations need to monitor the concerns being aired by investors on social media and provide real time responses.

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Conversations – organisations need to become comfortable with two-way respectful communication with their investors via social media rather than relying on channels that are used to occasionally push out one-way, top-down communication. Thought needs to be given to who will be responsible for monitoring and responding to comments and questions, addressing misinformation and responding in a timely manner when the conversation is rapidly evolving.

Reputation – organisations can build trust and confidence through accurate and timely content released to the market, responding to both positive and adverse events and market movements. Comments on social media provide a measure of investor trust.

Groups – organisations need to recognise the dynamic of group formation, where investors from various backgrounds, demographics and professions come together online, based on their shared investment interests. Although such groups can self organise, there is opportunity for the organisation to facilitate and enhance community formation and engagement, recognising the need to respect the privacy of individual investors. There is opportunity for the organisation to learn from the investor group, regarding their preferences, needs and concerns.

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Companies need to be aware of the bias that impacts the corporate use of social media – the bias to select positive, favourable or voluntary information rather than adopting a neutral stance, where both positive and negative information is shared.

To counter this bias, companies need to use social media to also share negative information – in an accurate and transparent way. This provides a proactive opportunity for a company to share how the company is responding to an adverse market movement or crisis event, such as a cybersecurity breach.

Early notice of negative news that is balanced and truthful, together with clear descriptions of how the impact is being managed and the risks controlled, can increase the level of trust.

Due to the reduced information asymmetry of social media, by refusing to post negative information as it arises a company is leaving itself exposed to the “wisdom of the crowd” which will speak into the vacuum and erode trust.