As the analyst community becomes more comfortable with Twitter and other forms of social media they are expressing more opinions, and expressing them more strongly. For example, here is a tweet from a Forrester analyst about a vendor he covers (the names have been changed):
Analyst-name RT @person: <vendor name> biggest challenge is awareness. <analyst> – Nope. <vendor name> has plenty of awareness. They need new strategy.
Obviously an analyst opining that a vendor “…needs new strategy…” is pretty strong. If a prospect of that vendor reads that tweet then he or she might have a seed of doubt about that vendor planted in their brain. This seed could sprout into a weed of skepticism about the vendor’s viability and put the vendor at a disadvantage in the sales cycle. In addition, competitors’ sales teams could make sure the prospect sees this tweet as way to reinforce any seeds of FUD they are already are trying to sow.
On the positive side, this sort of unfiltered opinion might be one that the analyst has not directly expressed to the vendor. Knowing that the analyst has such a negative opinion gives the vendor the ability to investigate why Continue reading