• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

Using social media as a research tool is not the end all, be all even for social computing analysts

icon-social-media-blue.jpgIn another example of his radical transparency – at least for an analyst at a major firm – Jeremiah Owyang posted How crowdsourcing helps some – but not all research activities that discusses how he uses both social media-based and traditional Forrester research methodologies. It is an interesting read.

This post provides insights for analyst relations (AR) professionals into how a leading edge analyst is leveraging social media today as a research tool. These insights could prove useful as other analysts regardless of market coverage start to adopt these techniques.

Related posts:

Because analysts are increasingly using blogs as development platforms, AR has to participate to be part of the conversation

Examples of analysts using blogs for research purposes  

SageCircle Technique:

  • Subscribe to Owyang’s blog and follow him on Twitter even if he does not cover your company’s market
  • Occasional skim Owyang’s blog posts and tweets to see how he is using social media to supplement Forrester’s traditional methodology
  • Talk with your top analysts about how they are adopting social media for communications and research
  • Start pilot projects using social media as an AR tool and method to engage analysts in their research activities

Bottom Line: While rarely used today, social media as a research tool will likely become a standard part of the analyst toolbox. Rather than waiting and thus getting caught in reactive or even firefighting modes, AR should start observing leading edge analysts today to learn about the potential implications of these new research tools so that when more analysts start using social, you will be ready. AR teams that are educated on how to leverage analysts’ use of social media will be in a position to be proactive – even preemptive – and gain a competitive advantage.

Question: Do you know how your top analysts are leveraging social media – if at all – for research?

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