New Research on Social Media Provides Gap Analysis between Technology Professionals and Technology Marketers' Preferences and Usage

Research Guides Tech Marketers on How to Use Social Media to Connect with Tech Decision Makers

May 26, 2010

UBM TechWeb ( just released a social media research study that provides a comprehensive portrait of how technology professionals and technology marketers are using social networking sites such as LinkedIn, Facebook, YouTube, Twitter, and blogs. The study, "Social Media at Work," is the first study of its kind to examine both the usage and preferences of technology decision makers and the activities technology marketers employ to reach them.

The research, which studies the social media consumption habits of 630 technology professional respondents and 350 technology marketing respondents, reveals a gap between the social networks that technology decision makers are most consuming and the networks technology marketers are using to connect with them. "While many technology marketers have established a presence on Facebook and Twitter, many are not taking full advantage of the sites that technology professionals frequent and value most, such as LinkedIn and blogs," said Brandon Friesen, VP and online strategist at UBM TechWeb.

The study also confirms a significant rise in the role social media plays professionally, as it now accounts for an average of 13% of the total time that technology professionals spend consuming media for work purposes. While this is a substantial lift from a study conducted on IT professionals just two years ago, study results also point to the importance of using social media in combination with a fully integrated communications strategy.

  Research Highlights:

  --  Technology professionals (CIOs, IT VP/Directors, IT Managers,
      Line-of-business management, etc.)
      --  Social media is ranked fourth out of eleven in terms of time
          investment devoted to information sources; technology B2B web
          sites were #1.
      --  Four in ten respondents plan to increase the amount of time they
          spend with social media.
      --  LinkedIn and blogs were ranked as the top two most used for
          business purposes.
      --  Almost 60% use social networks to get information about technology

  --  Technology marketers (CMO/SVP/VP Marketing, Directors, Managers, Media
      Management, etc.)
      --  Technology organizations are increasing marketing spend for social
          media outlets over the next 12 months.
      --  While most have not used social media to deliver a marketing ROI,
          one-third will be tasked to do so in 2010.
      --  Facebook and Twitter were ranked as the top two most influential
      --  Corporate blogs may be more influential than marketers believe.

"Understanding the technology decision-making audiences' motivations and behaviors when it comes to social media is exceptionally critical - especially at this stage where marketers are still feeling their way when it comes to social networking," said Scott Vaughan, VP Marketing, UBM TechWeb. ''Social media allows you to get a market pulse and truly listen to what your customers and prospects are saying, driving both short and longer term go-to-market strategy."

To schedule an appointment to view UBM TechWeb's Social Media at Work complete research presentation, please contact Martha Schwartz, VP, InformationWeek Business Technology Network, at For related perspective and insight, visit, UBM TechWeb's site for technology marketers.

About UBM TechWeb (

UBM TechWeb, the global leader in technology media and business information, enables people and organizations to harness the transformative power of technology. Through its core businesses - media solutions, marketing services, and professional information - UBM TechWeb produces the most respected and consumed brands, applications, and services in the technology market. More than 14.5 million business and technology professionals (CIOs, IT and IT Support managers, Web and digital professionals, software and game developers, government decision makers, telecom providers and business executives) actively participate in UBM TechWeb's communities. UBM TechWeb brands include: global face-to-face events such as Interop, Game Developers Conference (GDC), Web 2.0, Black Hat, and VoiceCon; large-scale online networks such as InformationWeek, Light Reading, and Gamasutra; research, training, and certification services, including HDI, Pyramid Research, and InformationWeek Analytics; and market-leading magazines such as InformationWeek and Wall Street & Technology. UBM TechWeb is part of UBM, a global provider of media and information services for professional B2B communities and markets.

  For more information, contact:
  Winnie Ng-Schuchman
  Vice President, Marketing
  InformationWeek Business Technology Network

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CONTACT: Winnie Ng-Schuchman, Vice President, Marketing, InformationWeek
Business Technology Network,

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