Many professionals are turning to social media as a place of trust for their purchasing decisions and it's no different for the IT industry. IT decision makers have a highly-regarded task of ensuring they recommend the best products and services for their organizations.
LinkedIn, Forrester Consulting, and Research Now zeroed in on these professionals to see how they utilize social media, including its effects on their purchasing decisions and how they engage with social.
According to Michael Weir, Head of Category Development for the Technology Industry at LinkedIn, "It’s no surprise that [IT decision makers] are heavy users of social networks. In fact, 85% have used at least one social network for business purposes. What's surprising is that 73% have engaged with an IT vendor on a social network – underscoring the value of the channel for IT marketers. Even more revealing is the fact that social media is now a critical source of influence across the entire decision making process, not just during the initial research phase."
- 73% of IT decision makers have engaged with a vendor on a social network
- 3 out of 5 say that social media influences their purchasing decisions
- 58% make these purchasing decisions because they trust their peers on social media
- They are looking for specific content, including case studies and best practices, and how-to guides
LinkedIn's upcoming event, Tech Connect '12 on November 29 will go into more detail about this study.
Whether or not you work in IT or your target audience are the IT decision makers, consider how studies like these continue to show the growing influence of social platforms and how this insight can help B2B marketers cut through the noise.