This is the Explanation Mark! blog post.
Analyst leaves Forrester! – The fact that an analyst leaves a prominent firm (in this case Forrester security analyst Natalie Lambert to vendor Citrix) is not news. People change jobs all the time for a variety of reasons. Even in a recession. What is interesting is how open the news has been with the analyst and Forrester tweeting and blogging (e.g., see this post) about it. In the past, analyst firms were loathe to admit that an analyst had walked out the door, only telling clients and others on an individual basis to keep the word from spreading. Luckily that attitude is no longer possible because social media means that the word will get out sooner than later. So kudos to Forrester for being open about the change.
70 new entries in the Analyst Twitter Directory in the last week! – We did two updates to the Analyst Twitter Directory with the result being that the number of analysts in the directory went over 900. You might want to check out the AR Twitter Directory as it has 48 new entries.
Which analysts actually tweet? Pshaw! It doesn’t matter! – After SageCircle tweeted about the Analyst Twitter Directory getting near 900, there was this reply by HCL AR wizard and former Gartnerian @robert_desouza “the correct stat would be how many actually tweet of the 899.” Then HP AR guru @gerryvz tweeted “Yes it would be an interesting project to stack-rank Twanalysts by frequency, insight qual & market influence.” To both twits we say “Pshaw!” That is because ranking all the analysts in the directory by volume or insight is not relevant. What is relevant for AR teams is whether your analysts are using social media. So it does not matter if social media poster boy Jeremiah Owyang is number one ranked of all 900+ analysts when it comes to social media usage if your market is storage hardware, because Jeremiah is not relevant to that market.
SageCircle has done a number of Analyst Social Media Traffic Analysis engagements recently. No two analyst lists are alike in the social media usage patterns. Each list has at least one analyst who might not rank within hundreds of the top of the directory, but who still does enough on social media for that particular AR team to monitor.
Twitter Lists are not powerful enough for the Analyst Twitter Directory! – Not yet, anyway. This was a request that came in last week and it makes sense. Unfortunately Twitter Lists is pretty bare bones at this time and does not have features to make it a true directory (e.g., firm and analyst name, sortable). There will be an analysis soon of Twitter Lists and their usefulness for AR professionals.
Social media usage upgrades an analyst to Tier 1 status from Tier 2! – If visibility is a relevant criteria for an AR team’s analyst list ranking framework, then an analyst’s use of social media could raise her overall visibility and thus her ranking on the list. This might mean moving her above the Tier 1 line – while bumping another analyst into Tier 2.
Bottom Line: Social media in the analyst ecosystem is still evolving. Analysts, AR teams, and research clients need to keep their finger on the pulse of change to ensure that they are not put into a competitive disadvantage.
Question: What are your favorite examples of effective use of social media by analysts or AR?