• 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 […]

Just because they are not tweeting does not mean they are not lurking

icon-social-media-blue.jpgA common refrain that SageCircle strategists hear runs along the lines of “Yeah, there are a lot of analysts in your Analyst Twitter Directory but a lot of them never tweet. So they don’t count.” 

It is not uncommon for SageCircle strategists to receive an email from an analyst or analyst relations (AR) professional starting with “I saw your tweet…” When we check the Twitter page of the sender it’s not unusual to find someone who rarely or never tweets.

Tying the two stories together provides a lesson that just because an analyst has a Twitter handle and is not tweeting does not mean they are inactive. They could be what Charlene Li and Josh Bernoff described in Groundswell: Winning in a World Transformed by Social Technologies as “lurkers” or “spectators.” Those analysts who you think don’t count could be reading your and your colleague’s tweets, learning and forming opinions.

SageCircle Technique:

  • Never assume that an analyst is not monitoring your company’s social media
  • AR teams need to periodically ask their most relevant analysts whether they have social media accounts (e.g., Twitter, blogs, LinkedIn and others) and how they are using them

Bottom Line: Lack of visible activity on Twitter does not mean that an analyst is not an avid reader of what vendors and other analysts are tweeting. AR needs to talk with their analysts to determine for certain what the analyst is up to when it comes to social media. This should be a topic that AR drops into conversations (e.g., briefings, inquiries, et cetera) because analysts’ opinions on social media can change frequently.

Question: AR – Do you regularly ask your analysts about how they use social media?

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