New media for the stock exchange battles [SOCIAL MEDIA]

Among my predictions for next year is that there will be a pitched battle for listings next year in the stock exchange space, with both NYSE and NASDAQ doing their best to woo pre-IPO companies and encourage defections among listed companies. Both exchanges are offering a wide range of free services, and each has a unique pitch to deliver to prospective clients. So, part of the effort now involves reaching prospective listings through any media imaginable, and I encountered a new development yesterday.

NYSE is advertising on Twitter.

This shouldn't come as a surprise, of course. NYSE's marketing machine is both tireless and effective, going back to the 1990s when the floor was opened to TV crews. Earlier this year, NYSE launched a campaign with Gogo, providing free use of the in-flight wi-fi service in celebration of the Bankrate IPO. It was an unexpected move … and shows just how creative the exchanges will have to get next year.

The Twitter campaign yesterday was focused on the Michael Kors IPO. The message was straightforward and highly effective: ‘We're dressed to the nines to welcome @MichaelKors #NYSEIPO http://pic.twitter.com/Lm69I3F4'.

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