IT Buyers Tap Social Media for Content
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Finding Value in Social Media
86% of IT buyers use social media networks and content to help with their buying decisions. -
Content 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 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 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 Prefer
89% of IT buyers prefer vendor-provided educational content from social media channels. -
Don't Rule Out Promo Content
64% of respondents find transactional or promotional content acceptable. -
Get Ready for Virtual Events
62% of IT buyers are most interested in virtual events from social channels. -
IT 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 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%).
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Why Metrics Matter to the Channel Social media's role in how IT buyers evaluate products and make buying decisions continues to expand. As the trend picks up steam, channel partners must offer relevant links to content through multiple social media channels during the buying process; otherwise, they could lose out in lead generation and positive customer engagement efforts. A new survey from IDG Connect finds that 86 percent of enterprise respondents involved in IT purchasing use social media networks to help with their purchasing decisions—from the general education phase to the final decision. The study recommends using a mix of social networks, including the top four: Facebook, Twitter, Google+ and LinkedIn. The survey indicates that social media is important during the decision-making process and should be a key element of all channel partners' go-to-market strategies and how they engage with existing and potential customers. Channel Insider shares key takeaways from the survey, including several surprising results such as Facebook's big role in the IT decision-making process.