• 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 […]

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
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