Australasian IR Association Takes to YouTube
In late November, the Australasian Investor Relations Association (AIRA) embraced YouTube to proclaim – what else? – its commitment to social media. In a video that logs in at exactly sixty seconds, AIRA CEO Ian Matheson lays out the case for how IR and social media go together in an international communications strategy.
He notes that social media has “expanded the reach of our communications to a much broader audience.” Thanks to its social media presence, AIRA has communicated with stakeholders both domestically and internationally that the organization wouldn’t have otherwise been able to reach.
The Australasian Investor Relations Association, founded in February 2001, represents IR professionals from major Australian and New Zealand companies. Association member companies have capitalization that totals more than 692 billion in Australian dollars — over two-thirds of the total market value for the companies listed on the ASX.
Practicing What It Preaches
Matheson demonstrates that he understands the visual medium in this brief YouTube video. The look of the video is uncluttered with Matheson speaking against a pure white background. More important, right from the start he scores points for candor: “I was skeptical about using social media initially because it’s always been unclear to me who the actual users of social media are.” He then goes on to explain how social media has helped AIRA communicate with a much broader audience.
Although the Australasian IR Society distinguished itself by discussing its own social media strategy on YouTube, it is far from the only IR membership organization to venture onto this channel.
NIRI has its own YouTube channel — IR Today — that typically features discussions moderated by NIRI CEO Jeff Morgan on topics explored in roughly 15-minute segments. Recent subjects include board-shareholder communications and CEO pay ratio disclosures. Meanwhile, the IR Society in the UK has broadcast highlights from its annual conference on YouTube.
AIRA’s social media video can be found at http://www.youtube.com/watch?v=bDyPIbDdKak.