Research: ESG and Social Media amongst FTSE 100 brands
- Sarah Carey
- May 4, 2021
- 3 min read
Updated: Nov 14, 2024
ESG is much discussed, with companies announcing commitments daily.
But, how is this being expressed in social media? Does positive ESG performance drive positive social media sentiment around corporate reputation?
To assess this, we compiled a data set with all the FTSE 100 companies across the past 12 months, including their social Twitter sentiment around ESG-related, branded conversations, ESG scores (using a combined index following this methodology by CDP and this one by MSCI), and share price movement over the same time period.
What did we find?
Ultimately, scoring well on ESG does NOT, by itself, lead to positive social sentiment. It is not (at least yet) the main driver of social corporate reputation.
Digging into the nuances within this…
Key findings from our analysis
ESG is a relatively small part of social discussion around FTSE100 companies – ESG-related Twitter conversations (only) made up <5% of overall branded mentions in the past 12 months across the FTSE 100. In fact, the volume of news articles talking about ESG was x3 times bigger than the Twitter conversation.
Trading performance matters more than ESG – companies with strong share price performance (e.g. SEGRO, Coca-Cola) see the strongest social sentiment.
As social sentiment does correlate strongly with trading performance, we conclude that profit warnings, dividend announcements, and the likes remain the key drivers for social sentiment.
Activation matters when it comes to ESG & reputation – looking at a subset of the “most talked about” FTSE 100 companies when it comes to ESG, we found that their social sentiment actually DOES correlate with their ESG performance. We tentatively conclude that unless brands hit a certain threshold of conversation around your ESG efforts (whether that is organic or stimulated), you won’t see any positive effects for social sentiment. Therefore, the most effective strategy in practice will be to build a strong ESG proposition/ stand AND then activate it.
Poor ESG performance doesn’t drive poor social reputation – ESG and social sentiment don’t correlate positively, but we also haven’t found the inverse. From that, we take two things.
You can’t fake it – poor ESG performance can’t be (or isn’t) translated to positive chatter.
Equally, limited ESG performance isn’t a significant source of social media malcontent.
Download the research below...
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Really enjoyed this take on ESG and the FTSE 100 it got me thinking about how story-telling shapes understanding of corporate responsibility. It’s interesting to compare how book publishers have had to adapt transparency and ethical standards in their own supply chains, much like these large companies. In both worlds, clear communication and accountability build trust with readers and stakeholders alike. Content that reflects genuine values (whether in a novel or a sustainability report) always lands stronger. Thanks for the thoughtful insights!
Great insight here on how social media sentiment doesn’t always align with ESG performance it made me think about storytelling and audience engagement in other fields like publishing. Just as FTSE brands are learning to cut through noisy social channels to convey meaningful actions, authors face a similar challenge: connecting with readers beyond surface buzz. I’ve seen thoughtful discussions on book promotion services where genuine value and engagement matter more than flashy posts. It’s interesting how different sectors all wrestle with authenticity on social platforms.
Reading this piece on Research: ESG and Social Media amongst FTSE 100 brands really struck a chord with me as a current PhD student who balances intense research with a part‑time role at Academic Editors. Back in my college days, I struggled greatly with the many moving parts of academic work, and it’s those experiences that made me not only deeply conscious about my own studies and wellbeing, but also passionate about helping others navigate similar hurdles. Now, when I assist students with Clinical research paper editing, I often see how clarity, integrity, and thoughtful communication just like the responsible ESG engagement this article explores, can profoundly shape both academic and public discourse. It’s fascinating to consider how lessons from corporate…
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