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Saturday, May 29, 2010

New Study Explains Gap Analysis between Techies and Tech Marketers' Usage

UBM TechWeb (www.ubmtechweb.com) just released a social media research study that provides a comprehensive portrait of how technology professionals and technology marketers are using social networking sites such as LinkedIn, Facebook, YouTube, Twitter, and blogs. The study, "Social Media at Work," is the first study of its kind to examine both the usage and preferences of technology decision makers and the activities technology marketers employ to reach them.

The research, which studies the social media consumption habits of 630 technology professional respondents and 350 technology marketing respondents, reveals a gap between the social networks that technology decision makers are most consuming and the networks technology marketers are using to connect with them. "While many technology marketers have established a presence on Facebook and Twitter, many are not taking full advantage of the sites that technology professionals frequent and value most, such as LinkedIn and blogs," said Brandon Friesen, VP and online strategist at UBM TechWeb.

The study also confirms a significant rise in the role social media plays professionally, as it now accounts for an average of 13% of the total time that technology professionals spend consuming media for work purposes. While this is a substantial lift from a study conducted on IT professionals just two years ago, study results also point to the importance of using social media in combination with a fully integrated communications strategy.

Research Highlights:

-- Technology professionals (CIOs, IT VP/Directors, IT Managers,
Line-of-business management, etc.)
-- Social media is ranked fourth out of eleven in terms of time
investment devoted to information sources; technology B2B web
sites were #1.
-- Four in ten respondents plan to increase the amount of time they
spend with social media.
-- LinkedIn and blogs were ranked as the top two most used for
business purposes.
-- Almost 60% use social networks to get information about technology

-- Technology marketers (CMO/SVP/VP Marketing, Directors, Managers, Media
Management, etc.)
-- Technology organizations are increasing marketing spend for social
media outlets over the next 12 months.
-- While most have not used social media to deliver a marketing ROI,
one-third will be tasked to do so in 2010.
-- Facebook and Twitter were ranked as the top two most influential
-- Corporate blogs may be more influential than marketers believe.

"Understanding the technology decision-making audiences' motivations and behaviors when it comes to social media is exceptionally critical - especially at this stage where marketers are still feeling their way when it comes to social networking," said Scott Vaughan, VP Marketing, UBM TechWeb. ''Social media allows you to get a market pulse and truly listen to what your customers and prospects are saying, driving both short and longer term go-to-market strategy."

For related perspective and insight, visit www.createyournextcustomer.com, UBM TechWeb's site for technology marketers.