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IT Buyers Tap Social Media for Content

Finding Value in Social MediaFinding Value in Social Media

86% of IT buyers use social media networks and content to help with their buying decisions.

Content Is KingContent Is King

Editorial content from third parties (35%) holds the biggest weight in IT buying decisions, followed by vendor content (34%) and social content (31%). In two years, social content will jump to 37%, surpassing both editorial and vendor content

A Role Throughout the Buying CycleA Role Throughout the Buying Cycle

Social networks are used across all five buying stages—general education, business case development, evaluation/implementation, shortlist creation and final decision—and the highest usage is during the education phase.

IT Buyers Trust FacebookIT Buyers Trust Facebook

Facebook is used across all stages of the IT buying process, with 48% using Facebook for general education and 29% referring to the social networking site for final decisions.

Types of Vendor Content IT Buyers PreferTypes of Vendor Content IT Buyers Prefer

89% of IT buyers prefer vendor-provided educational content from social media channels.

Don't Rule Out Promo ContentDon’t Rule Out Promo Content

64% of respondents find transactional or promotional content acceptable.

Get Ready for Virtual EventsGet Ready for Virtual Events

62% of IT buyers are most interested in virtual events from social channels.

IT Buyers Want More ReviewsIT Buyers Want More Reviews

41% of IT buyers say they want links from social channels to product/service reviews and competitive comparisons.

Search Tops Sourcing HabitsSearch Tops Sourcing Habits

58% of IT buyers say they use search the most when making tech buying decisions, followed by social networking (57%) and professional networks (51%).