How to influence the prevailing Market Sentiment?
Market sentiment is the keyword when you are talking about company share price movement. So when you are uttering the words, "The share price is not good because the market sentiment is no good.". What are you going to do? Do you wait for the market to change?
I recently spoke to a few associates, and they were all discussing how bad the market was? We talked about how you could go and do roadshows and speak to as many brokers as possible.
The problem with all that is when the market is not doing its best to be a stimulus for punters buying your stock, that is also the time when capital is tight. Doing roadshows and going out to speak to brokers are not cheap and the brokers will say "the sentiment is bad".
Today, companies need to realise that they are in a timeframe where they can control the weather. Executives need to understand the power of social media and how not to be used in the form of traditional marketing.
The Power
Elections are won with social media so why would you not use it in the same way to influence your investors. Why not use it to engage them and tell them that your company is doing well and in a market when sentiment is down, they should be buying your shares because it is cheap.
Why not use it to keep them engage with your story. Your story is pivotal as that is what everyone wants to know and understand. Audiences that are engaged with your story feel empowered and are more likely to support you and your company's strategies.
Not An Advertising Tool
Social media is an efficient tool and not a billboard. Sending tweets and putting an advert in one of these platforms is not what these tools are used for in the context of marketing. In some way, you could say that they are not an advertising tool.
Company executives need to realise that this is a marketing tool that is so efficient, it allows the user to target individuals and groups of the same interest. Today, the mobile phone is connected to virtually every human being. It's like one of our human organs that we must have and we will be lost without one. In many ways, we are now inevitably tied to this contraption whether we like it or not. People may joke that we cannot live with the mobile phone but in reality, this is a fact and not a myth anymore.
With that in mind, you become more understanding as to why I say that social media platforms are our revolution. This is our industrial revolution, this our internet revolution. The next ten years are going to be remarkably different from the last ten years. The next 20 years will be exponentially different from the last ten years... and it goes on.
Change in How We Think and Accept Information
The way we think, the way we accept information, the way we understand information will also change. Just think back in time how you accept information, how you understand instructions given. A simple example, twenty years ago, you explained an address by describing a street name and an area and how to get there. You may draw it, or you may use a street map, assuming you are not in a new development.
Today, you share a location via WhatsApp and the recipient will click on it and Google Map will lead you to the destination. You will also be able to tell your friend the very accurate approximate time of arrival. Today, we accept that is what everyone will do. If anyone else does it differently, we would think that they are strange.
Newspaper advertising is virtually non-existent and the Yellowpages no longer exist. How many people remember their family phone numbers? I don't even remember my children's phone numbers. The time before mobile phones, I can remember all my family and friends numbers.
In conclusion, social media is not for the millennials to play games and post their selfies. It is the most revolutionary events in human society.
If you find this topic interesting and want to discuss a strategy to engage your investors, you can contact me on noel.ong@samso.com.au. Our website is www.samso.com.au
