Financial markets are experiencing turbulent times. With the prevailing Euro crisis and upcoming signs of a new economic downturn, investors, analysts, business media and other stakeholder within the financial community operate within an atmosphere of high uncertainty. Information and rumours are triggered by myriad discussions on the internet and social web. Listed companies cannot ignore this highly volatile situation. Leaders in corporate communications and investor relations face the challenge of engaging in a digital dialogue to (re-)build reputation and gain trust on the virtual battlefields of opinion. In this context, social media platforms gain in importance, especially for those who have to deal with large numbers of retail shareholders. Until now little has been known about the actual use of social media for investor relations. An empirical study conducted by the University of Leipzig closes this gap. The research shows how companies in the US, UK, France, Germany and Japan master financial communications on the Web 2.0. International differences in usage patterns reveal culture-specific relationships with shareholders and other financial market’s participants.
