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Study: Social networks provide rich source of opinions, prospects

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Stamford, Conn.—A new survey of LinkedIn members revealed that the professional social network can provide market researchers with an efficient and effective source of qualified business opinion, as well as an entrée to decision-makers.

The poll, conducted by market research consultancy Anderson Analytics, found that 66% of LinkedIn survey participants have decision-making power or influence over purchase decisions. The company concluded that this level of influence and rich opinion is characteristic of professional social networks in general.

Using SPSS Predictive Analytics, Anderson Analytics also identified four categories of professional networkers—”savvy networkers,” “senior executives,” “late adopters” and “exploring options”—that can be useful in tailoring campaigns to professional networkers, according to the company.

The study was conducted by text mining 65,873 LinkedIn records, augmented by an online survey of 793 LinkedIn members.

—Christopher Hosford

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