How are APJ analysts using social media?
Analysts have been using social media for years – that’s no secret. But understanding how analysts are using social media, which platforms they prefer, what they are actually doing and so on – these things are a little trickier. It’s the classic onion – the more layers you peel off, the more you discover, but the more questions you have…
Late last year – as part of our annual Understanding the Influencers study of analyst preferences – we asked a couple of specific questions about how analysts are using social media. While some of the results pretty much confirmed what we already knew, other insights that came out of the study really changed our thinking on using social media to engage with analysts.
I’ve delivered many of the findings from this study to our clients already, and also discussed the issue on an IIAR webinar last month, but it’s an interesting topic with many elements and angles, so I think it’s worthy of a broader discussion.
What are analysts using social media for?
Essentially, analyst use of social media can be allocated into two fairly broad categories – research and promotion. Within those categories, though, are a number of activities and approaches.
From a research perspective, analysts are using LinkedIn to search for subject matter experts (both users & vendors) and raise questions about user experiences in the many discussion groups; posting questions and testing hypotheses on Twitter; reading vendor and commentator blogs to gain insight into product and technology directions; watching YouTube videos to update on products, technologies and strategies; and many other ways of gathering information.
From a promotion perspective, analysts are posting links to research and events on Twitter and LinkedIn; earnestly expanding their networks on LinkedIn; building their personal brands through ongoing “news” commentary on Twitter; writing blogs which detail their research and/or opinions; and many other ways of raising their profile and building awareness of their capabilities.
Which analysts are using social media?
We asked analysts whether they used a range of social media platforms “never”, “rarely”, “sometimes” or “often”, and categorised those who answered “sometimes” or “often” as “regular” users. The survey covered 136 analysts of various levels of seniority at 20 different firms in 12 countries across the Asia/Pacific & Japan (APJ) region.
Only seven per cent of analysts in APJ never use any social media platform for research, and only 14 per cent never use social media for promotion. This suggests fairly high adoption, but not all analysts are using social media regularly, and few of them are using more than a couple of different platforms on a regular basis.
Overall, we found that analysts in India are the most prolific users of social media, both from a frequency perspective and in terms of the range of platforms. Analysts in ANZ and ASEAN have also adopted social media fairly extensively, but preferences vary considerably depending on the activity and objectives.
Analysts in Greater China and Japan have been less enthusiastic to embrace social media, though this is in part due to the fact that many of the leading platforms are predominantly English-language. And this is changing.
Which platforms are analysts using?
Across APJ, LinkedIn and blogs are the preferred platforms for research, with 61 per cent of analysts using LinkedIn regularly, and 60 per cent using blogs. Twitter is further behind at 45 per cent, while use of Facebook and YouTube is significantly lower. LinkedIn ranked as the top platform for research in India, ANZ and ASEAN.
For promotion, Twitter is the preferred platform – used regularly by 49 per cent of analysts in APJ and 59 per cent in ASEAN – but only just ahead of LinkedIn. Some 46 per cent of analysts in APJ use LinkedIn regularly for promotion, and this platform ranked highest in India and ANZ.
Interestingly, analysts in Japan were most likely to use Facebook for research and promotion, while in Greater China, “other” platforms such as Sina Weibo – the Chinese equivalent of Twitter – were seen as more relevant.
What does this mean from an AR perspective?
But this post is already too long, so I’ll come back in the next couple of days to look at that in more detail. I’ll discuss some of the qualitative insights into why – and why not! – analysts are using social media, plus the key issues AR professionals should consider when developing a social media engagement strategy.
In the meantime, if you have other questions or comments, let me know – I look forward to your feedback.