Skip to main content

Social Media Now Top Information Source for B2B IT Buyers

Following up on its first study on the value of Web 2.0 social media sites by B2B IT decision-makers, researchers at ITtoolbox have just published their second report on the topic. ITtoolbox/PJA IT Social Media Index Wave II updates the earlier findings and concludes that "IT decision-maker and influencer audiences (now) spend more time consuming or participating in social media than they do consuming editorial media or vendor content." IT buyers spend an average of 3.3 hours per week consuming user-generated content (such as blogs, podcasts, wikis, social networking sites and online forums) versus 3.1 hours for published editorial content and 2.9 hours on vendor-produced content.

Other key findings from the new study include:

  • Executive decision-makers spent more time with social media than any other level, at nearly four hours per week. This group was also the heaviest consumer of online content in general.

  • Discussion groups and peer-to-peer networks were the most frequently used types of social media, followed closely by social networks (e.g. LinkedIn, Facebook and Wink) and blogs.

  • More than half of IT decision makers said it was extremely or very valuable to reach out to peers beyond their personal contacts when considering a technology purchase.

  • Search is the most important source of information during the research phase, while discussion groups and blogs are the most heavily used tools for narrowing a vendor list and conducting a final evaluation.

  • Social media consumption is higher than traditional online editorial content, and the gap is increasing as nearly all groups of IT decision makers increase their use of social media content.

For B2B vendors, the message is clear: participating (properly) across social media venues is now the most influential way to reach buyers. B2B IT decision makers are increasing less interested in advertising and more eager to get unbiased information from their peers. Vendors can participate as well, but will be effective only by adding valuable content to these discussions, which enhances credibility and leads (ultimately though not immediately) to higher sales.

Again, the ITtoobox/PJA report on social media use by B2B IT buyers is available here.


Contact Mike Bannan:


Popular posts from this blog

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…

Hello March!

It is finally March! What will be your marketing strategy for this new month?!

The Wonders of the Weekend

How are you enjoying your first weekend of march?! Are you spending time working on your marketing plans or are you taking some time for yourself & enjoying the company of your family & friends? If you are working over the weekend, take a read at some of our older blog posts and give us some feedback. We are always looking for ways to improve the content we push out to our loyal readers.