• Recent Posts: Influencer Relations

    Netscout continues unwise Gartner suit

    Netscout continues unwise Gartner suit

    Netscout and Gartner have scheduled their trial for next July. The case stands little chance of improving Netscout’s value. It does, however, risk harming the reputation of both analyst firms and analyst relations professionals. Over the last weeks, pressure has mounted on Netscout’s lawyers. Netscout claims Gartner’s Magic Quadrant harmed its enterprise sales and that the truth of Gartner’s statements […]

    Is this how the Quadrant lost its Magic?

    Is this how the Quadrant lost its Magic?

    Gartner’s Magic Quadrant is the most influential non-financial business research document. In the late 1980s, it was a quick and dirty stalking horse to provoke discussions. Today it is an extensive and yet highly limited process, based on the quantification of opinions which are highly qualitative. The early evolution of the MQ tells us a lot about the challenge of industry […]

    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 […]

Answering “10 Questions Analyst Relations Have on Social Media” Part 1

icon-social-media-blue.jpgRecently Jeremiah Owyang (bio, Twitter handle), a Forrester analyst that covers social media, spoke to a group of AR and PR professionals at a large vendor in the Silicon Valley about the use of social media. Of course, Jeremiah being Jeremiah, he blogged about the meeting in 10 Questions Analyst Relations Have About Social Media. The post is interesting in that Jeremiah did not try to answer the questions he recorded, so SageCircle is going to provide our take on the answers. 

Some of the questions are addressed to “influencers,” not necessarily only analysts. For our answers we are going to focus on the industry analysts, thought SageCircle does think a lot about the broader influencer landscape (e.g., see Fog of Influence).

  1. Is social media a medium to influence the influencers? Yes, but “influencing” is too narrow an approach. Social media can be great tools for engaging analysts, educating them on important issues, building personal relationships, getting feedback from analysts, and so on. AR teams need to think less that social media is something “special” and more that it is just part of the overall communications toolbox to be used where appropriate depending on the specific task and analyst.
  2. Are influencers impacted by social media usage of clients, vendors, and media? This depends on the analyst. Some are ignoring the whole social media phenomena because they think it is a passing fad, not relevant to their clients, or does not fit into Continue reading