• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    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 […]

Why Social Media Can Represent a Real Challenge to AR Teams

icon-social-media-blue.jpgSageCircle has previously commented on the growing importance of social media in the analyst relations ecosystem and the need for teams to become engaged.  The growth in blogs and the increasing use of twitter provide a method for analysts to broadcast their opinions without the “filtering” and “editorial restrictions” that are part of standard research reports.  The lack of any review cycle by either vendors or the firms themselves allows for very timely posting, but can represent a real challenge to AR teams. 

Last week Cisco announced an acquisition that quickly prompted several divergent analyst opinions, which could also have benefited from some proofreading.

  • Van Baker posted rather negative commentary on his Gartner Blog Network blog closing with “While the purchase may be pocket change for Cisco it is still likely to be wasted money for Cisco.(sic)”  He noted his post on twitter which certainly drove traffic to the blog post.
  • Joshua Martin posted a speculative but generally positive post on his Yankee Group Blog stating “This scenario is all well and good. It will improve the value of Cisco’s devices while promoting it’s (sic) ecosystem.”
  • Mike Gotta of Burton Group posted a somewhat negative report on his personal branded blog (not Burton Group) that was later updated to a rather positive position because of a twitter comment he received. The comment was not from Cisco.
  • A day later Ted Schadler of Forrester authored a relatively positive post (and then corrected his typo) saying “It wasn’t a surprise to see networking expansionist Cisco buying Flip”

Now this is not to single out Cisco, but it was a recent example of things we have seen repeatedly.  All this blog activity was done within hours and without the filtering of the “research process” or the scrutiny of the firms’ Editorial departments.  So how should an AR team react? 

Several important best practice process steps come to mind:

  • Know the analysts in your market that use social media regularly and ensure they have the company position and key messages the moment the news breaks. These analysts, unlike their non-social media using colleagues, are likely to “shoot from the hip” in order to get something posted quickly and won’t give you a call for details. Give them the sound bites you want them to release.
  • Know the commentary the moment it occurs. Have alerts and feeds that inform you when Continue reading