Embraer decided to take off into the web 2.0 by implementing two tools on its website for increased interactivity with shareholders. The first is a feature that allows users to comment on the news posted by Embraer, similarly to a blog. The second, a button marked Compartilhe ("share it"), exports the contents of the company's investor relations website to over 200 social networks, with one click. Other companies such as TIM, Multiplus, JBS and CR2 are also implementing the innovation.

According to André Gaia, Embraer's investor relations (IR) director, before subscribing to the social networks, the company conducted a study and noticed that some people were impersonating Embraer in those environments. "So we decided that the best way to combat this practice was to officially create and participate in those networks, so as to prevent false information from being conveyed to the market", he says. The comment and share tools have been available on the company's website since November.

Today, Embraer has 140 followers on Twitter and some of its videos on YouTube already rack up more than 3 thousand hits. According to Rodrigo Azevedo, CEO of RIWeb – the consultancy that implemented the tools – in the web 2.0 era, attentions should be focused on website visitors. "Today, earnings releases are not as important as the investor that enters the website and can export that content to all of his or her social networks", Azevedo emphasizes.