For smaller corporations, it may mean just fulfilling
their obligations to the SEC and leaving their investors to find their own information.
One valuable and easily implemented slice of content in which many investors have an
avid interest is third-party opinions about the company. These include magazine articles,
analyst reviews, newspaper columns, and books. Aggregating this content into a centralized
repository is the bread and butter of large investor information sites like Yahoo
Finance and E-Trade. People make investment decisions based on what the media tells
them, rarely on the company??™s own propaganda.
Displaying this third-party media isn??™t difficult at all. Since you probably won??™t have permission
to republish the material, it will be little more than a landing page with a list of
pieces, each linking to the source. For instance, say your company scores a positive mention
in Forbes magazine. This can carry significant weight with the financial community,
but you have to get the word out there. Having a third-party media section baked into
your investor relations section is the perfect medium for doing just that??”a quick summary
of the piece and a link back to www.
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