• 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 […]

Use an AR team handle to divide the Twitter workload

icon-social-media-blue.jpgWhen 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). 

One way for AR programs with two or more staff members to get around the perceived workload issue is to set up an AR team handle (e.g., www.twitter.com/vendor_AR) and then switch support duties periodically (e.g., on Mondays). Then only one team member at a time is monitoring analysts’ Twitter traffic and posting appropriate tweets about the vendor. This approach also has the advantage of building the AR team’s brand with the analysts.

SageCircle Technique:

  • Set up an AR team handle on Twitter – select a name which reflects it as a team-branded handle.
  • Create a schedule of Twitter responsibility
  • Develop a very, very simple process for determining when and how to notify the team when top analysts tweet about potentially important topics
  • Incorporate a verbal report of Twitter activity into regular team calls.  This maintains accountability.

Bottom Line: Dividing the duties to maintain an AR presence on Twitter is one method for lessening the concern about any extra workload associated with Twitter. However, care has to be taken that the person on Twitter duty devotes sufficient attention to make sure the team’s presence on Twitter does not fade from the analysts’ minds.

Question: Do you have a team Twitter handle? Is this handle in addition to or instead of personal handles? How do you use the team handle?

3 Responses

  1. Great conversation starter – at Metia, we’ve gone the route of having both personal Twitter accounts and a team account (@MetiaAR) – with shared login details we maintain the account between the team. While the team account is a great way of communicating with a wide audience of our followers, we feel it is important to keep up the interaction with individual analysts via our personal accounts – this can’t be achieved by a faceless group Twitter account so well. Another key feature of our group Twitter account is to act as a pointer to our personal accounts – you’ll see how we have our personal handles on the left of the profile page.

  2. Originally on Twitter. From IBM’s Don Neely @neely

    @carterlusher @Dee_1 Dee’s post on AR teaming on Twitter assumes members are at same experience level. Today, most are not.

  3. Originally on Twitter. From Jan Dawson of Ovum @janovum

    @carterlusher reduces Twitter clutter but also removes personality from the equation, which can be a shame. Cotweet might solve it

Comments are closed.

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: