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Tech Buyers Get Serious With Social Media

July 2, 2010  
Technology buyers are aggressively adopting social media to help them make business decisions—most often using the new social channels to complement traditional decision-making approaches and information sources, according to a MarketingProfs article that cites new research by Forrester. But for tech-savvy buyers, social media are a means to an end—such as a complex buying decision—and they are driven to social communities that are relevant and contain simple, actionable information.

Nearly one-half (46%) of tech decision-makers say they now maintain a profile on a social-networking site and visit those sites at least once a month for business purposes. In addition, one-third (33%) create social-media content, such uploading online video or publishing a blog or Web pages.

Purpose-driven tech buyers use social media to find answers to serious business problems. Among the factors that most influence their decision to join a social network for work purposes, quality and relevance of the discussion are cited by 52% of tech buyers while 46% cite the expertise and demonstrated thought leadership of the participants.

For tech buyers, social interactions also need to create professional value: 51% say they are motivated to participate in social activities that help them get answers to problems, while 36% want to tap into a broader network of peers for answers and opinions. Surprisingly, incentives (such as financial compensation or public recognition) are less important to tech buyers.

The Po!nt: Your customers are using social media to help them solve their toughest IT challenges. Are you part of that conversation?

Source: MarketingProfs. Read full article here.

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