AR teams will get in trouble with executives for being surprised by analysts’ social media commentary – Looking ahead to 2010

icon-crystal-ball.jpgThis post is one in a series where SageCircle pulls out the crystal ball and looks ahead to what happens in the analyst ecosystem in 2010. See below for links to all posts in this series.

The vast majority of analyst relations (AR) teams are not regularly monitoring their most relevant analysts’ social media usage. However, this lack of attention could prove to be politically dangerous in 2010.

Many AR professionals have been confronted by executives at their companies with negative press quotes by the analysts. Often the executives demand to know why the analyst made the negative comment and what AR is going to do about it. Up through the early Internet age, while troublesome because it caused a fire drill, it was reasonable for AR not to be aware of a particular quote because a comprehensive press clipping service would have been too expensive. However, as the Internet and search tools matured, it has because harder for AR to justify ignorance about press quotes. This provides the added danger of damaging AR’s credibility for not being on top of the situation.

As more analysts adopt social media, sometimes chaotically, AR now has to anticipate being confronted by an executive wanting to know about some analyst’s negative blog post, tweet, or comment made in a social network. Just as with press quotes today, AR cannot feign ignorance about the negative comments made in social media. This is because it is perceived to be free and “easy” to monitor social media. Thus, an AR team that is not aware of an analyst social media comment brought to its attention by an executive will be in grave danger of having its credibility questioned. This could give rise to a new group tasked with social media influencer relations that would take over working with key Continue reading

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