News Column

Social Media Drives IT Purchase Decisions

February 1, 2013

UBM Tech released its annual Social Media @Work research - a report that looks at the social media consumption habits of business technology decision makers and marketers. The Social Media @Work report affirms the critical role social media plays in the business technology market and how it continues to change the way people work, live and play.

The full report, including strategies that marketers can use to maximize social media to engage IT decision makers, can be downloaded from, an online resource for technology marketing best practices, research and solutions. Access the free report at; registration is required.

Study highlights include:

-- Social media influences and drives IT purchase decisions: 66% of tech

professionals say that they have used social networking sites to obtain

information for a technology purchase.

-- 92% of IT respondents have taken one or more actions as a result of

using social media, including visiting a vendor web site, or contacting

a vendor directly for more information, and registering to download

content such as research or a white paper.

-- Social media is gaining credibility among IT professionals: 42% of

respondents say that social media is "productive" -- an increase from

36% two years ago. The percentage of respondents who describe it as

simply "fun" decreased by 6 points.

-- Social media has also gained credibility with tech marketers - the

majority of tech marketers surveyed now have a business presence on all

four of the major social networking platforms, with close to 90%

maintaining a business presence on Twitter and Facebook, 84% who have a

business presence on LinkedIn, and about three-quarters on YouTube.

"Social media is now completely ingrained into the workflow of business technology decision makers," said Scott Vaughan, UBM Tech's Chief Marketing Officer. "This poses challenges for tech marketers who lack resources to develop and execute effective, cohesive social media strategies. Our report incorporates practical tips to help even the most time-strapped tech marketers leverage social media as part of their overall marketing strategies."

Source: Copyright PRNewswire 2013

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