Social Media for B2B?

We often field questions relating to the concept that digital strategy and social media do not truly apply to business focused organisations.

This might be due to the fact that, unlike consumer focused brands, the social conversation between businesses is vastly different.

Nowhere is this more keenly felt than in the technology space.

All too often, we encounter technology focused organisations which are unsure of how to reach the right people, with the right content to deliver measurable sales results.

Most tend to give up prematurely, satisfied that farming out sporadic Tweets or Facebook updates relating to products and internal initiatives will get them noticed.

The truth, however, is that it has the opposite effect.

Here’s a short release we recently drafted based on Arcay Burson Marsteller’s recent CIO study.

It shows that if you want to reach executive decision makers in a meaningful way, you need to get serious about how your brand is portrayed online. We couldn’t agree more.

Social Media Gaining Traction in Technology Environment

CIOs are increasingly turning to digital platforms before making purchasing decisions says global study.

Stereotypical attitudes towards brand building and the power of digital strategy within the technology environment are beginning to shift.

This once inwardly focused industry is now beginning to embrace owned online platforms such as corporate websites, blogs and social media in order to encourage trust amongst prospective customers.

The benefit associated with this has been a marked growth in CIO responsiveness when making purchasing decisions.

According to a recently released survey conducted by renowned South African communications consultancy, Arcay Burson Marsteller, high level executives are more likely to trust potential providers if they have an established and active online presence.

The study, entitled Inside the Mind of the CIO, engaged 300 industry professionals within the IT industry to find out more about how they make purchasing decisions.

Research found that 34% cite corporate websites as very influential in their purchasing decisions, versus 39% citing trade press as very influential.

Trust in social media is also rising, with approximately one in five perceiving an active Twitter account as an influential factor – almost the same level of trust as radio.

Furthermore, 70% of IT decision makers cited social media as very or somewhat valuable.  Among social media properties, YouTube is identified as important in the decision-making process. 

One in three IT decision-makers said that they use YouTube as part of their purchase decision making process. This combined with the use of corporate websites noted above suggests that video is a powerful tool that should be leveraged both on corporate web sites and corporate social media properties.

IBM’s recent CEO study, conducted amongst 1700 CEOs in 64 countries and 18 sectors, echoes this sentiment.

According to this survey, organizations that outperform their peers are 30 percent more likely to identify openness – often characterized by a greater use of social media as a key enabler of collaboration and innovation – as a key influence on their organization.


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