Can social media really revolutionize the way people collaborate in the channel? Though many IT vendors now use social platforms to support specific product launches and major events, 32% say they don't know how to use social media effectively with their partners, according to a recent study by Amazon Consulting.

Among the IT vendors surveyed, 45% say they are experimenting with social media in their partner communications, but just 33% are using social channels as part of their partner communications and marketing strategies.

Meanwhile, solution providers (SPs) are using social media primarily for sales and hiring: 40% say they use social-media channels for customer acquisition and 28% use such channels to find new employees. Only 14% of SPs say they use social media to seek out complementary partners—or foster partner-to-partner (P2P) collaboration.

In addition, 30% of SPs say they don't use social media for business.

Looking ahead, however, more SPs say they plan to use social-media vehicles more actively in the future, both for marketing and P2P collaboration. Respondents listed the following future initiatives:

• 46% aim to market their solutions and services to customers
• 27% plan to network with likeminded people serving similar market
• 23% will seek complementary SPs with whom to partner
  

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