IT buyers are getting social. They want to know what their peers are doing. They want educational content, not promotional.
The message to those trying to sell to them?
"... Have a clear, consistent game plan that ties in with all their other demand generation activities and targets potential buyers on their own turf," Bob Johnson, principal analyst with IDG Connect, wrote in his report, "Connecting Conversations to Content."
Enterprises should distribute information via a variety of social channels, utilizing relevant communication networks to help IT buyers locate peers and independent experts alike.
"But above all," Johnson wrote, "they will need to integrate their messaging within the social media framework, so that when IT decision makers come looking for information, the vendors will be there ready to answer their questions."