We just read a very interesting report which can be found here. In summary, it is a poll result of what IT buyers, and other buyers thought of social media for their buying process. The really important stuff is below:

* 91% of these decision-makers consume social media including blogs, video, and customer reviews.
* 69% of Spectators use social media for business purposes.
* 55% of the B2B buyers in this survey are Joiners—they’ve created profiles on social networks.
* After Spectators, the most popular role is Critics (again, people who leave comments on blogs, review products, etc.), with 58% of those sampled engaging in this activity, and 37% using it for business purposes.
* Other than the Inactives, B2B buyers in IT fields were more engaged in social media—but the gap between IT buyers and non-IT buyers is narrowing.
* 43% are creating media, including blogs and videos.

The report also made some recommendations and general observations, including:

* Buyers use social technology but don’t rate it highly in terms of its influence on their buying decisions, despite the fact that they count on peers’ opinions to make decisions.
* Social applications should be integrated into other marketing. For example, National Instruments makes technical content from its customer community central in its marketing activity—this is a model other B2B sellers should follow.
* Reach out to people by role—people with the same job description form natural communities.

That last line can’t be underestimated – you need something to connect people, and in the business world, that can only be job roles.

In our flintshire network, we have found managing directors and owner managers of local companies are interested in talking together because they have something in common.

Is this something that interests you?
Would you be happy to join a network of peers?