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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