Trends for corporate websites in 2008

According to the Benchmark Financial Communication 2007 conducted by Jungle Rating, companies can and must become more proficient at anticipating financial stakeholders’ needs. Many companies still lag behind, but Jungle Rating sees five clear trends. Look at best practices, read what your stakeholders expect and why you would have to follow these trends.

Shift in goals for corporate websites

For the 2007 FD Henri Sijthoff Prize, Jungle Rating examined the quality of Dutch corporate websites for the fifth consecutive year. Jungle Rating sees five clear trends.

An increasing number of companies:

1. expose views and topical matters
2. establish an active dialogue with their visitors
3. enrich visitor experience through image and sound
4. consider individual stakeholders´ needs
5. use the corporate website as a medium to communicate their ‘brand’

This is fully consistent with financial stakeholders’ needs. Journalists, analysts and investors look for comprehensive, up-to-date information on a company, presented in an expressive, personalized form. Even if the company is not performing up to par, financial stakeholders expect the company to continue to communicate clearly.

Trend 1: Expose views and topical matters

Jungle Rating sees that various companies are using their corporate website to air their views. They anticipate current developments within their company and their industry.

What do stakeholders expect?
Corporate stakeholders increasingly use the internet for information on current affairs. When there are new developments within a company or industry, they also expect to find relevant information on your corporate website.
Journalists require accurate information on your company’s views on a relevant political issue; a sustainable investor wants to see concrete examples and evidence.

	“I’d like to know Barclays position on the ABN AMRO take-over.”
	“What is Nuon’s position on nuclear energy?”

Follow this trend?
By placing a clear vision on the website, you become involved in the discussion. Stakeholders no longer depend exclusively on blogs, ‘hate sites’ or news sites for their information. By daring to inform visitors about thorny issues, you show that you provide comprehensive, transparent and continuous information. This is useful if only from a reputation management standpoint, and that, too, is important for investors.

Best Practices
Essent communicates more than merely the essentials through a separate section with views on current topics and politics: For example, about the use of nuclear energy within the context of climate change.
The company’s SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) gives (potential) investors additional insight into the company’s current strengths and weaknesses and future opportunities.
Barclays communicates openly and transparently about the merger process with ABN AMRO through a separate website section.

This is our first article on the trends for corporate websites in 2008. Jungle Rating will discuss more trends in two upcoming articles.

What is your opinion about this trend?

Read more in our second article on the trends for corporate websites in 2008

3138 views| 0 Comments| | Add to social bookmarking