A week or so back Google released its new beta site Google Finance with minimal press, I stumbled upon it through a blog posting from another site and was instantly drawn to its simple interface and the breadth of information available. Detailed stock prices for the past three years, tucked nicely into an easy to use interface, company facts, market statistics, company information, related companies, and a list of mores resources. Of course this information may be culled from a number of sites around the internet, centralized or not, this information is by far readily accessible - whether it be this centralized or not.

Yet in-between quarterly profits and management Google slipped in three subtle tools to help in your financial planning, and may draw unwanted attention in the financial world to companies shady dealings in the globalized world. Recent news articles, and blog posts about the listed company and the ability to start a discussion. All three of these went unnoticed the first time I visited the site, yet something caught my eye this time around.

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Two years ago I heard of a world-wide boycott - that never quite caught on - of Coke products caused by the disappearance of over 500 union organizers at Coke plants in Columbia in two years - of course Coke has an anti-union policy in place in their plants. I never was a Coke fan, their advertisements are garbage - sorry Wieden + Kennedy - I do not much care for the taste, and I could really pass on purchasing from a company that is remotely connected to killing anyone.

What prompted this look into Coke's stock was that Erin - my girlfriend - owns a couple of shares of Pepsi and had no idea how much they were worth, so I decided to take a look. Prompted by my own curiosity, that the Pepsi brand for the first time in history surpassed Coke in market value a couple of months back, I wanted to know how they compared. Pepsi is still on top. Coke is struggling and despite their new full scale advertising campaign to promote declining interest in the Coke brand, their stock price is still stale.

I a cyclical way this brings me back Google, and socially responsible investment choices. Potential investors now have at their fingertips not only the tools to asses potential growth, but more importantly more tools to asses liability. News is great at informing us of mergers, and scandal, and bloggers have an amazing knack for uncovering the shady details in the paper trails of corporate trash.

Once again Google creates a simple tool that changes how we deal in information and once again, Google scares me, but at least I am informed in my fear - I Googled it!

« Addendum . An interesting note to a recent Coke Ad »