Social Media’s Role in the IT Buying Process Expands

November 29th, 2012 by Tracy

As early adopters and advocates of social media for our clients in the BtoB space, we were not terribly surprised by the findings in a recent study- IT Purchasing Goes Social commissioned by LinkedIn and conducted by Forrester Research.

The study looks at the role of social media in the IT buying process. The findings point to social media’s increasing importance to IT decision makers as they go through the buying process. Given the large volume of information available to IT decision makers, the study aims to understand how these decision makers are sifting through it all in order to help make a purchase decision.


Below are some interesting factoids from the study:

  • 85% of IT decision makers have used at least one social network for business purposes
  • 73% have engaged with an IT vendor on a social network
  • 59% rely on social platforms


Additionally, according the study, the top reasons IT decision makers use social networks for business are as follows:

  • 58% to learn from trusted peers
  • 40% to quickly find information
  • 37% to gain relevant context to connect with vendors
  • 49% to access to a broader network

As the study suggests, social media is no longer a nice-to-have part of a marketing mix. It hasn’t been for a while. It is a confirmed MUST have – a crucial point of contact that encourages engagement and helps guide and drive tech business audiences through the purchase process.

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