• Recent Posts: Influencer Relations

    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 […]

    Unmaking fruit salad: 6 ways to help analysts segment markets

    Unmaking fruit salad: 6 ways to help analysts segment markets

     It’s a common challenge for providers: some new or fast-changing market contains very different solutions. Clients want either apples or oranges, but the analyst research reads more like fruit salad. As new solutions come into old markets, or as analysts try to squeeze hot new solutions into their less-exciting coverage areas, it’s increasingly hard for users of analyst research to make […]

    Control in Analyst Attitude Surveys

    Control in Analyst Attitude Surveys

    Because a lot of analysts take part in our Analyst Attitude Surveys, we are able to offer clients what we call a control group. In the language of research, a control group is a group of people who don’t get the treatment that we want to measure the effectiveness of. For example, most firms might be focussed on a top tier […]

    Time for a new direction in AR measurement?

    Time for a new direction in AR measurement?

    Worldwide, Analyst Relations teams are committed to fostering the best information exchange, experiences and trusted relationships with tightly-targetted global industry analysts and influencers. Sometimes the targeting is too narrow and analysts are treated inhumanly. However, the technology buying process is transforming and so must the benchmarking of analyst relationships. There’s already a long-term transformation of analyst relations. Over one-third of technology […]

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.

social-media-traffic-analysis-illustration

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).  […]

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