Canadian CANNAINVESTOR Magazine April 2017 - Page 115


Know Your Platform

Social media can become an immensely profitable endeavor if we are knowledgeable about how and where to engage investor relations (IR). Many institutional investors aren’t sure where to start with using social media to find IR professionals, at most it’s being seen as a means to check on the momentum of a potential investment before committing.

What is notable about using social sites for investor relations is that most potential investors use LinkedIn. In a joint study with LinkedIn and Cogent Research surveyed more than 600 affluent investors and found that 52% of mass affluent, affluent and ultra-affluent investors use LinkedIn when researching financial decisions. This is a higher percentage than those that use Twitter, Facebook or Google+ although they are coming closely behind LinkedIn in terms of users, a major rise since 2013. What this means for an investor relations professional in the cannabis industry is that investor directed content should be displayed prominently on LinkedIn.