• Recent Posts: Influencer Relations

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

    Join us for the Forum in San José on November 17

    Join us for the Forum in San José on November 17

    Should someone you know be at the year’s most important discussion on analyst relations? We’ll be at the free ARchitect User Forum 2016 in San José, CA, on November 17. Professionals from industry leaders will introduce the sessions: Lopez Research, Digital transformation; IBM, AR in large organizations; Cognizant, Managing analyst events;  Capgemini, AR knowledge management; Wipro, Intelligence-driven relationships; and ARinsights, AR […]

    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 […]

Forrester adds 20 analysts to Analyst Twitter directory and dozens of contributors to the role-based team blogs

icon-social-media-blue.jpgForrester gives us yet more data that social media is being adopted by the major firms. Twenty additional Forrester analysts were added to Analyst Twitter Directory since the August 14th update. The 58 additions to the Forrester Blog Directory are equally interesting but not as time compressed as we had not updated the directory in some time. Here are some observations.

Research associates are using social media to raise their profiles. Research associates are those folks that do a lot of the grunt work when it comes to analyst research projects. They might get an occasional byline mention, but do not have an entry on the official analyst bio page. We have noticed that some savvy research associates are using blogs and Twitter to start building their personal brands. For instance, the Sourcing & Vendor Management role blog had been dormant all year with zero posts until early July when three new contributors revived the blog. When we started adding the contributors to the Forrester Blog Directory we noticed that none were analysts, rather they were all research associates. In addition, there are some research associates who are also tweeting. We include research associates in the directories because some will be promoted into full analyst status some day.

Not all analysts named as contributing to Forrester blogs are really blogging. We noticed several cases where two or more analysts are on the byline of a particular blog post, but that is the only time that they appear in all the blogs. The blog posts in question were obvious official responses to a major news event and the non-blogging analysts get a byline mention because of that. This can be confusing to AR teams trying to determine who at Forrester is really a blogger. For that reason it is important to do a traffic analysis to determine who really is blogging.

The amount of activity on the Forrester blogs is quite varied. While some blogs average one or two posts per week, others can go a month without seeing any activity. For instance, the Information and Knowledge Management Professionals blog has not seen a real post – a promotion for the podcast by a non-analyst does not count – since July 28. While it is not necessary to blog every day, having a regular post is considered best practice for building visibility and readership.

Of course, Forrester also lost its two most prominent bloggers and twits, R “Ray” Wang (personal-branded blog, Twitter handle) and Jeremiah Owyang (personal-branded blog, Twitter handle). It will be interesting to see if their replacements will be avid social media users and whether Forrester will be evaluating candidates’ current social media usage when making the hiring decisions.

SageCircle Technique:

  • Analyst relations (AR) should engage research associates on social media because they work on relevant research projects. This will also help build relationships with future influencers
  • Teams should keep a finger on the pulse of changing Forrester and other analyst usage of social media

Bottom Line: Just because a number of Forrester analysts have popped up on social media does not mean every AR team needs to jump onto the social media bandwagon right now. It still comes down to whether your relevant analysts are using social media as a means of communicating opinion and as a research tool. However, what these data strongly point to is the importance of having a formal monitoring program that will help the AR team keep its finger on the pulse of change in the adoption of social media by relevant parts of the analyst ecosystem. That way AR will not be taken by surprise when a relevant analyst starts expressing opinions on social media platforms.

Question: AR – have you been surprised by an analyst use of social media?

2 Responses

  1. I’m really on the fence about this one. Most of my analysts at Forrester are in the Information and Knowledge Management group, and I really don’t mind if they don’t blog. I feel like I’m getting more bang for my buck with inquiries and reading the published research and they aren’t giving it away. Maybe I’m just being selfish though?

  2. Carter – In answer to your question “have you been surprised by an analyst use of social media?” I can’t believe some of the stuff that some analysts and independent consultants Tweet. A little more discretion wouldn’t hurt. However, it is telling and sometimes useful.

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