Mike Nikolich passed this article along to me and I thought it was worth sharing. It comes from the Knowledge Capital Group’s AR Insider newsletter.
One thing I find interesting is their evaluation that most analysts are not bloggers. I would tend to agree, and would add that most analysts who do blog tend to cover Web 2.0 and blogging as a topic. In other words, Forrester has a GroundSwell blog to which a few of its analysts contribute, but they don’t tend to have blogs on other technologies.
In any case, if you want to read the article click below the “fold.”
Wow, what a great case study in FUD (Fear Uncertainty and Doubt). The perfect storm for making AR folks cringe – an unaccountable, uncontrollable, zero barriers to entry channel for virtually anybody to say things (good or bad) about your companies, products and policies. Wow, scary stuff.
What we hear most often from our clients is not really “what to do?”, but “should I worry about blogging and other social media…
Real Analysts that Blog (ATBs)
Just how likely is it that your analyst blogs? Well, not very. As of June 2009, less than 2% of Gartner’s and less than 5% of Forrester’s analysts blog on a regular basis. Of those over 50% are first time bloggers. What does this mean? In real terms:
Bloggers who become “analysts” (BTA’s)
Just exactly who perceives a blogger as an expert? Your executives? Your salespeople, marketers or engineers? These are not good judges of the importance of bloggers. You need to focus on their impact on your customers (both recommenders and buyers) and on the media and press. If they are respected and read by them, THEN they matter. We launched two new products in January, a “Blog Index” to identify top ATBs and BTAs and then a “Blog Tracker” to measure the tonality (favorable, unfavorable, neutral) of posts on specific vendors and topics.
People from your company who blog
Now, how many of you have control over what gets blogged and who blogs in your organizations? None. This goes way above AR to the highest levels of your organization and will have to be dealt with accordingly. You need to be lobbying hard to senior management to have ironclad blogging policies that limit the exposure your colleagues have to say dumb things in print – especially given the analysts. So, it IS your problem, but to do anything about it, you’ll have to get help from on high.
Blogging and other “2-dot-oh” channels as communications conduits with the analysts
Not many analysts are using these forms of communications right now and we doubt that many will. We actually think that good old-fashioned Interactive Messaging (IM – that is SO 1999!) is a much better way of secure, real-time communications with analysts. If it were my call, I wouldn’t use public “2-dot-oh ” channels (Twitter, FaceBook, etc.) with an analyst much, but I sure would try to observe if my competitors were dumb enough to. Most social media have ways of having “private” conversations, but why bother? There are so many other ways that work just fine – phone, email, IM, etc.
The bottom line? Have a plan for handle each of the above situations.
Want to talk more about how blogs, bloggers, blogging and “2-dot-oh ” channels affect AR? Give us a call at 512-334-5943 or email us at email@example.com. We’ll be happy to chat. Also, be on the lookout for more articles on the subject to come!