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BizReport : Social Marketing : July 05, 2007

Social media: information resource for IT professionals

If you thought social networks were only for teens or those wanting to make friends online, think again. According to recent research from ITtoolbox, social media are the go-to resource for IT professionals.

by Kristina Knight

itt.gifAccording to the study, IT pros trust the information on social networks to help them make purchasing decisions more than any other resource.

Mike O'Toole, Executive Vice President of PJA, which partnered with ITtoolbox for the study said, "The IT community now spends as much or more time consuming social media as they do consuming editorial media or vendor content."

Social sites are second only to traditional vendor websites, which are used by 61% of survey respondents. Social sites are referenced by more than 42% of users. Meanwhile editorial websites are used by 40% of respondents and paid analyst research, catalog and buyer guides are referenced by 25% of respondents.

What's more, IT respondents say they trust the information offered of social networks more than they trust information from other resources. For advertisers, this is a clear indication that creating a branded micro-site within the different social networks is a good investment of advertising dollars.

By creating a site that users can not only use for research but to which they can add their own opinions will help grow brand recognition and trust across the board. So, the social site should include information about the product but should also include message boards, links to other helpful sites and of course links back to the main web hub for the products you are offering.

Tags: social marketing, social network advertising, social networks

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