LinkedIn is emerging as the new, more ‘serious’ forum for corporate social networking. It is useful, functional and widely recognised as a business tool. Some sites, such as twitter and facebook, can too often blur personal and professional with potentially damaging or simply embarrassing consequences. LinkedIn, however, is more focused on work contacts, history and trips overseas. The mobile app has further aided LinkedIn’s popularity making it a useful tool for analysts on the go.
This and more was discussed at the latest IIAR Forum by a guest panel of analysts in front of a packed crowd of AR professionals.
Interestingly, the conversation revealed analysts were very unique in their use of social media. Some liked the fact that twitter made no demands of them, unlike email, and was a nice way to start the day. Others felt it provided a useful distraction and was entertainment for the morning commute. Where they all agreed was in believing twitter to be a massive procrastination tool. That was not to say it was of no benefit, see below, but more that it could be an unnecessary distraction and take an analysts’ attention away from more pressing matters. As Dean Bubley surmised, “[twitter’s] real-time aspect is seductive but irrelevant” with no, or very little, commercial value.
How do analysts use twitter?
For the full round-up please go to the IIAR members area on huddle. If you are not an IIAR member please contact henrietta(at)analystrelations(dot)org
Top tips and takeaways – Analysts:
- Set a strategy that defines precisely how much free content you must give away to get exposure and sell your research
- Be sure an effective balance of time is spent on twitter versus research and analysis
- Use twitter for communication and marketing among AR pros, journalists and product people and build relations with those you can’t easily meet in person
- Where possible, commentary at, or soon after vendor events / trade shows helps AR to justify time spent at events to their execs
- Analysts should ensure they have a social media presence, not necessary on all channels but on at least one or two, visibility is key and after all, it’s there to market you and your brand
- Don’t expect too much from social media – first and foremost it’s a marketing channel and a way of being heard in the marketplace
- If you’re stopping doing anything else, to do social media then it’s a mistake
We are very grateful to Bell Pottinger for hosting this event and of course to our panellists:
Richard Edwards, Ovum
Dale Vile, Freeform Dynamics
Dean Bubley, Disruptive Analysis
Moderator: Robert De Souza, IPsoft
IIAR members can find a live recording of the discussion available for download on huddle.