• Recent Posts: Influencer Relations

    Take the 2016/17 Analyst Value Survey

    Take the 2016/17 Analyst Value Survey

    The Analyst Value Survey is open! Each year several hundred users of analyst research tell us which analyst firms they use, and which are most valuable. In exchange, they get access to our results webinar, where they discover which firms are delivering the most value in key market segments. You can take part too. Go to AnalystValueSurvey.com and click on […]

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Guess Who’s Looking for Top Talent in Analyst Relations?

    Looking for a new direction in your Analyst Relations career? October is a time when new opportunities pop up in the field. From IBM to Google, we gathered the top US Analyst Relations firms with vacancies needing to be filled. If you’d like to learn more about the opportunity and to schedule an interview, contact these firms directly. However, if […]

    Why KCG’s analyst relations awards beat the IIAR’s

    Why KCG’s analyst relations awards beat the IIAR’s

    We used 18,777 data points from the Analyst Attitude Survey to compare the two leading awards for analyst relations teams. Although we found that KCG‘s awards are more useful than the IIAR‘s, both primarily reflect corporate performance rather than that of the AR teams. As a result, there’s very little that AR teams can do better or worse in these […]

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

Analyze social media traffic of analysts to determine your workload

icon-social-media-blue.jpgA common issue that AR managers bring up when discussing why they currently don’t follow analysts on blogs and Twitter is that it would be too much work. Hmm, maybe it could be a lot of work, but really the reality is that it does not take much time per day tracking posts and tweets. Why? 

  • There are not many analysts in any particular market who use social media
  • Tools are available (e.g., RSS readers and Twitter Search) that make it easy and fast to track posts and tweets

Something that AR should do is work from facts and not assumptions so we recommend that AR managers conduct an analysis of their top analysts’ use of social media. This analysis should cover at least the previous three weeks to smooth out changes in usage due to travel, special events like analyst summits, holidays, and so on. Data to be gathered includes the number of blog posts for both firm and personal blogs and the overall number of tweets  

The analysis concentrates on the average number of social media publications per day. In the tests and beta client engagements of our new SageToolTM Analyst Social Media Traffic Analysis (see graphic) we found that most analyst lists only had a small percentage of analysts that actively used social media and that the volume of traffic was modest. Of course there are a few analysts with exceptionally heavy user of social media, but so far they are rare.  We also found that AR managers with accurate facts were significantly less anxious about tracking analysts.

Once you have completed the analysis you have the data to enter into the tracking tools,   Those AR managers who are trained on tools to use to efficiently track posts and tweets, have embraced adding social media to their other research tracking (e.g., research notes and press quotes).  These tools can provide great analyst opinion tracking to be factored into your overall performance metrics.


SageCircle Technique:

  • Create a process to capture data about your top analysts’ use of social media
  • Gather data including posts from firm blogs, analysts personal blogs, and analyst tweets
  • Analyze the data to estimate the average volume of traffic per day
  • Deploy tools that make day-to-day monitoring of analyst posts and tweets easy and efficient
  • Incorporate social media content into the AR metrics program

Bottom Line: With analyst usage of social media growing it is critical that AR managers start to monitor analyst commentary in social media. However, many AR programs are reluctant to add this data because of the perception that there would be significant effort required. To overcome this perception, AR programs should conduct an analysis of actual analyst usage of social media to determine the facts of how much work monitoring would require.

Like this idea, but don’t want to do work creating a tool, gathering the data, and analyzing for a report? SageCircle can helpSageCircle has created a service for analyzing analyst social media traffic based on vendors’ analyst lists. The service uses our SageToolTM Analyst Social Media Traffic Analysis and provides recommendations.

  • The service comes in three levels: Bronze (US$195), Silver (US$395) and Gold (US$595)
  • The service is included with the Annual Advisory Service
  • The service is eligible for the Blocks of Advisory Hours Exchange Program
  • Online SageContentTM Library seat holders can download the SageTool from the library

Why stress out about performing this analysis when you can have SageCircle do the work for you? Contact us at “info [at] sagecircle [dot] com” or 503-636-1500 for more information and setting up a purchase order. Click here to purchase a SageCircle “Analyst Social Media Traffic Analysis” service using your credit card.

Question: AR – Do you monitor analyst commentary on social media, especially blogs and Twitter? If no, why not? If yes, what tools do you use and how much time do you devote to it on a daily and weekly basis?

One Response

  1. […] Use an AR team handle to divide the Twitter workload Posted on July 14, 2009 by sagecircle When AR professionals consider using Twitter to interact with analysts they often shy away from the activity based on their perception of adding yet another task to an already heavy workload. There is even the perception that following an analyst using a personal Twitter handle (e.g., @daveeckert or @carterlusher) sets the expectation that the AR professional should be interacting with the analyst and not just observing their tweets. While this is not an unreasonable concern, our experience is the effective use of Twitter rarely has a large workload impact (see Analyze social media traffic of analysts to determine your workload).  […]

Comments are closed.

%d bloggers like this: