• 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 […]

Ouch! Analysts expressing strong opinions on Twitter

icon-social-media-blue.jpgAs the analyst community becomes more comfortable with Twitter and other forms of social media they are expressing more opinions, and expressing them more strongly. For example, here is a tweet from a Forrester analyst about a vendor he covers (the names have been changed):

Analyst-name RT @person: <vendor name> biggest challenge is awareness. <analyst> – Nope. <vendor name> has plenty of awareness. They need new strategy.

Obviously an analyst opining that a vendor “…needs new strategy…” is pretty strong. If a prospect of that vendor reads that tweet then he or she might have a seed of doubt about that vendor planted in their brain. This seed could sprout into a weed of skepticism about the vendor’s viability and put the vendor at a disadvantage in the sales cycle. In addition, competitors’ sales teams could make sure the prospect sees this tweet as way to reinforce any seeds of FUD they are already are trying to sow.

On the positive side, this sort of unfiltered opinion might be one that the analyst has not directly expressed to the vendor. Knowing that the analyst has such a negative opinion gives the vendor the ability to investigate why the analyst perceives this and then work to turn it around.

Get up-to-speed on Twitter quickly by taking SageCircle’s Twitter for AR training. This cost-effective, information packed session is now available as recorded training in addition to public webinar and internal AR Team Briefing. Click here for more information and to register.

Twitter’s Visibility Multiplied through Widgets on other Social Media

Reading an analyst’s tweets is not just limited to Twitter.com or a Twitter desktop client (e.g., TweetDeck or Seesmic) as many people now have widgets on their blogs, websites, LinkedIn and Facebook that display their tweets. As a consequence, the number of people who could be exposed to an analyst’s unfiltered opinion could be much greater than simply those that are formally “followers” of the analyst.

SageCircle Technique:

  • Determine which of your most relevant analysts are using Twitter or other social media
  • Set up a monitoring program that utilizes tools like RSS and Tweetdeck for efficiency
  • Get in the habit of checking daily – it only takes a few minutes – for recent analyst comments

Bottom Line: AR teams can harvest valuable insights into what their analysts are researching by tracking the analysts’ blog posts, tweets, and other forms of social media. Investing a modest amount of effort in setting up a monitoring program can reap big benefits by giving AR early warning about critical opportunities.

Question: AR – Do you have a social media monitoring program in place? If yes, what actionable insights have you gathered from the analysts’ social media usage? If not, why not?

Do you think it would be too much work to monitor analyst commentary on social media? Maybe it would be less than you assume.

SageCircle’s Analyst Social Media Traffic Analysis service can eliminate the work of establishing whether your top analysts are tweeting and blogging. Starting at $195, the service is a bargain. Click here for more information.

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