Social Media Use Continues to Expand Communications Channels

By Michael Vizard

As social media use continues to become more mainstream, communicating directly—and potentially more proactively—with customers via these outlets is becoming much more cost-effective. Given the sheer size of IT expenditures in the U.S., the potential opportunities these channels offer are abundant. A new survey sponsored by LinkedIn finds that 95 percent of IT decision makers are now regularly engaged with social media during the technology purchasing process. LinkedIn teamed up with Comscore, Starcom MediaVest Group and Mashwork to craft and distribute the survey to show how the IT purchasing process is rapidly evolving, with the most surprising aspects of the study being how actively engaged senior IT decision makers are with social media. This does not mean that solution providers in the channel should suspend their marketing efforts through other channels. But it does mean they should give some serious consideration to how they go about engaging potential new customers and how they allocate their marketing budgets accordingly. Channel Insider looks at key takeaways from the study.

This article was originally published on 2013-10-23
Mike Vizard has been covering IT issues in the enterprise for 25 years as an editor and columnist for publications such as InfoWorld, eWeek, Baseline, CRN, ComputerWorld and Digital Review.