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How IT Vendors and Partners Use Social Media

September 24, 2010  
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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