• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

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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