A social media gap between investor relations and corporate communications units provides an opening for digitally savvy activist investors, shareholders and media, according to a study by FTI Consulting.

FTI found that IR units often don't have an active role in corporate social media management. That reality can force corporate communications pros overseeing SM to make instant decisions on issues related to finance without the input of IR units.

Elizabeth Saunders, senior managing director for FTI's strategic communications operation, said activist investors have "staked out a new battleground from which to attack corporate America" as they exploit a digital gap in corporate communications.

The investment trend toward digital is apparent in investors' increasing preference for video, infographics and other digital mediums for info, which many find more insightful and "motivating," FTI found.

While FTI found that most investors prefer content through third party financial entities like media, proxy advisors, and analysts, 40 percent said they seek content from such sources via social media, rather than from corporations directly. Notably, 14% of investors said they seek info directly from companies via social media.

While 80% of investors in the FTI study said they expect shareholder activists will increasingly leverage social media, only 11% said they are confident companies are prepared for that assault.

Added Saunders: "This is a wake-up call to companies that IR and corporate communications teams can no longer operate as independent silos -- particularly in the case of social media, through which information and opinions are so rapidly generated."