The role of social intelligence in investor communications

In the Ogilvy’s Social Trends 2025 report published this week, they outlined how social intelligence will become a business-critical driver this year. The report explains how brands responding at speed to cultural shifts will come out on top. This is based on combined data from audience behaviour, community feedback, cultural trends and content performance, which must be interpreted to provide actionable insights that empower data-led decision making.

Social intelligence refers to analysing social data to generate actionable insights for brand strategy. Unlike traditional social listening, which focuses on tracking mentions and sentiment, social intelligence:

• combines multiple data signals (trends, feedback, competitive insights);
• helps brands understand evolving consumer behaviours; and
• allows real-time response to cultural moments.

According to Ogilvy, this allows consumer brands to “make sense of the quick-moving zeitgeist, identify prime opportunities” and respond, but how does this apply to corporate communications? 

In corporate communications, social intelligence is business critical for managing brand reputation, crisis response, audience engagement and strategic messaging. By using real-time social data, companies can craft more effective, timely and relevant communications strategies.

A 2024 study found that 56% of investors surveyed increased their investment due to company news, so sharing the right information at the right time could be critical. In addition, nearly half of investors surveyed (41%) reported that they started following a company on social media after seeing a positive story about them, which reinforces the importance of sentiment monitoring. We know that data without analysis is just noise so it’s vital that we continue to use the information gleaned to constantly refine digital strategies. 

Data analysis is key for ongoing refinement of digital strategies. In 2025, corporate communications is no longer just about what companies say – it’s about how they listen. In an era where social media dominates public discourse, social listening is a critical tool for reputation management, investor relations and crisis mitigation. Brands that fail to monitor and engage in online conversations risk losing credibility, trust and, ultimately, market value.

In 2025, corporate communications is no longer a one-way broadcast – it’s a continuous, data-driven dialogue. Companies that integrate real-time social listening and sentiment analysis into their communications strategy will be better positioned to manage crises, build investor trust and strengthen stakeholder relationships.

Beyond crisis management, social intelligence is a business-critical asset for corporate communications. It allows companies to manage brand reputation, engage key stakeholders and strategically position themselves in competitive industries.

For instance, real-time monitoring of social sentiment enables companies to de-escalate potential crises before they spiral out of control. Whether addressing customer complaints, regulatory concerns or investor doubts, timely engagement can turn a potential PR disaster into an opportunity for transparency and trust building.

Elon Musk’s active presence on X (formerly Twitter) has been both an asset and a challenge for Tesla. While his direct engagement with users humanises the brand and fosters a loyal following, it also brings significant challenges in crisis management and public perception.

Tesla saw a notable decline in its consideration score across Europe, dropping from 21% to 16% between 2024 and 2025. This shift highlights the power of social listening and sentiment in shaping investor and consumer confidence. Without a real-time social listening strategy, Tesla could struggle to counter misinformation, reinforce transparency and maintain trust.

Brands today cannot afford to be passive observers – they must be active participants in online conversations. Social intelligence tools help corporate communication teams:

• identify and mitigate misinformation: monitoring social chatter allows brands to counter inaccuracies before they spiral into crises.

• enhance investor engagement: social media is a powerful platform for companies to connect with investors, share key updates and reinforce brand credibility.

• leverage sentiment analysis: AI-driven tools analyse comments and interactions, helping brands gauge public perception in real-time. Whether sentiment is positive, negative or neutral, companies can adjust their communication strategies accordingly.

• capitalise on positive momentum: by understanding trending conversations, brands can proactively engage with audiences and reinforce positive narratives.

Case study: Microsoft and thought leadership in AI

Microsoft exemplifies how social intelligence shapes corporate messaging. By analysing social data on AI ethics, regulation and workplace automation, the company identifies emerging concerns and trends before they gain mainstream traction.

• Publishing reports and executive statements on AI-related issues reinforces Microsoft’s position as an industry thought leader.

• Engaging in relevant public discussions – via LinkedIn, X (Twitter) and industry forums – keeps Microsoft’s leadership visible and influential.

• Using AI-driven insights to anticipate stakeholder concerns allows Microsoft to shape industry narratives rather than react to them.

It’s worth considering that the impact of social intelligence varies greatly between institutional and retail investors. Institutional investors, such as fund managers, pension funds and hedge funds, typically adopt a more data-driven, long-term approach to investment. For these entities, social intelligence serves as just one of many inputs in their decision-making process. They are less likely to react to short-term sentiment swings and instead focus on big-picture trends, comprehensive risk assessments and ESG considerations. In general, they are not impulsive and, therefore, social sentiment is more likely to be useful for risk monitoring rather than active decision making. 

In contrast, retail investors, including individual traders, high-net-worth individuals and social media-savvy investors active on platforms like Reddit and X, tend to be much more reactive to social sentiment. These investors often make trading decisions based on real-time trends and viral discussions, as evidenced by events like the GameStop stock surge in 2021. Retail investors are more likely to follow companies on social media, making sentiment monitoring critical for brand perception and maintaining retail investor confidence. The influence of social media platforms and online forums on retail investor behaviour cannot be overstated, as these sources often drive rapid shifts in market sentiment and trading activity.

This dichotomy in investor behaviour has significant implications for corporate communications strategies. Companies aiming to engage institutional investors should leverage social intelligence for reputation management and ESG positioning. On the other hand, those looking to reach retail investors need to be more proactive in real-time sentiment engagement. Misinformation can spread rapidly in the digital age, making it crucial for companies to monitor and respond to social media trends effectively. By tailoring communication strategies to the varying needs of institutional and retail investors, organisations can optimise their investor relations communications and build stronger, more resilient strategies for their diverse shareholder base.