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Forrester finds business IT buyers increasing use of social media

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Cambridge, Mass.—A new study by Forrester Research shows that business technology decision-makers are increasing their use of social media for business purposes.

The study, “Social Technographics: Business Technology Buyers,” was based on an online survey of 1,011 global business technology buyers conducted in December and January.

It found that 46% of business technology decision-makers have joined a social networking site for business purposes, compared with 29% in last year’s study.

Also, 33% of business technology buyers create social media content for business purposes, such as publishing a blog or uploading an online video, compared with 27% in last year’s study.

When asked which factors were most important in their decision to join a social network, the top responses were: quality of discussion and relevance of comments (52%), topics discussed by the community (46%), expertise and demonstrated thought leadership by participants (46%) and nature of problems/issues the community is formed around (24%).

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