The German Stock Exchange - possible thesis material

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I worked 1,5 years for the German Stock Exchange in Frankfurt in the Human Resources department and had the opportunity to gain insight into their communications sector, as we worked closely together. I was part of the Innovation Management Team and supported the High Potential Circle of the German Stock Exchange by organizing events as well as on-the-job trainings for the members. Looking back it would also be interesting to analyse the Exchange’s use of social media and compare it to their US competitor NYSE. If the planned merger had taken place a lot of things would have changed regarding the social media engagement, following the stronger approach taken on by NYSE. 

After reflecting on what I have learned in my social media studies so far I can already say that the German Stock Exchange should be more active on online social networks, keeping their customers informed in the most efficient way, not only on new products but also on upcoming events (up to now they do not have a Twitter account). For events also Pinterest or Instagram could be of use, making the stock exchange more interesting as an employer among students/potential employees. This would also direct the problem of staff becoming older rather than younger on an average scale. 

This approach could also be used in terms of internal communications. Pictures of in-house events could be posted on the Exchange’s Intranet page via Instagram and a blog about upcoming events and news could be integrated- also introducing the “older” staff to new channels of communications. For a MA thesis approach one could analyse the use of social media so far  (1,500 followers on Facebook vs. 90,000 followers on NYSE’s page) and how it has increased revenues so far as well as making recommendations how the company could enhance their overall social media engagement.