Social Media to Influence More IT Purchases

Social media takes place entirely in the digital sphere. Some industries were quick to create and own computer_roomtheir presence on social networks. But others, especially IT buyers and sellers who are experts in all matters digital, were noticeably slower to embrace the new format as a marketing tool.  The latest research shows that tech professionals are spending more time on social networks and make good candidates for marketers attempting to reach them on some of the popular sites.

Scott Vaughan, CMO at UMB Tech, which sponsored the Social Media @Work report says, "Social media is now completely ingrained into the workflow of business technology decision makers." Only 2 years ago, 64% of IT professionals did not believe social media was productive. This year, at least 42% of these professionals now say they are using the format and that it is no longer just for ‘fun’.

IT professionals are maintaining a social media presence as follows:

  • Twitter 90%
  • Facebook 90%
  • LinkedIn 84%
  • YouTube 75%

A sizeable number of these professionals, 66%, say they have used these sites to get more information about tech purchases they are considering making. Over 90% have used the sites as a step in the purchase path – leading them to visit a vendor website or download a white paper.

Tech marketers that have been slow to come up to speed on social media shouldn’t wait any longer to reach out to prospects on this platform.

[Source: Social Media Influences and Drives IT Purchase Decisions. UMB Tech​.com. 31 Jan. 2013. Web. 11 Feb. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.