It has been interesting seeing the different responses to the Microsoft-Yahoo announcement. For example, as of 10:15 US Pacific Time:
- Redmonk’s James Governor on his Monkchips has an interesting post, plus James has been Twittering
- Forrester has commentary from three analysts (Rob, Charlene and Shar) on three blogs, each with a unique point-of-view
- Rob Enderle has weighed in on the Technology Pundits blog
- AMR, Gartner and IDC, nothing so far on their websites or blogs
No doubt, IDC and Gartner analysts have been talking to the press and clients, but frankly so have the analysts with strong blog presence.
The analyst reaction to MSFT’s little move has interesting implications for AR professionals. In the past, first outreach on hot news went to press go-to analysts and top end-user advisory analysts. Now AR’s calculations on prioritized outreach have to incorporate analysts with social media platforms as well. For instance, if an AR team only had time to reach out to one of the major advisory firms, the team might give Forrester priority because its blogs give it a higher immediacy profile.
For members of the press, analyst with active blogs also has implication. Perhaps for a reporter it is best to quickly check the blogs before calling analysts for sound bites. That way you can target those analysts that have already thought about the situation and will have better quotes.
Update: Gartner Media Industry Blog posted a commentary at 2:15. However, no First Take. At 3 pm, IDC has still not posted any commentary. AMR’s Jon Yarmis (www.tweeter.com/jyarmis) tweeted that he is working on a podcast.
SageCircle Technique: AR teams should start tracking analyst blogs to evaluate how blogging impacts the analysts’ visibility and influence. This information then needs to be feed into analyst lists and the breaking news process.
Bottom Line: Social media is rapidly changing the dynamics of visibility in the analyst ecosystem. It is important that AR stay on top of the volatile social media usage to determine if their analyst priorities should be changed.
Question: AR – Do you incorporate analysts’ use of social media into your calculations about ranking analysts for your analyst lists? Analysts – Do you proactively educate the vendor AR teams about your blogs and readership? Reporters – Do you first check the analysts’ blogs before hitting the speed dial on your phones?
How SageCircle can Help – Social media will be offering new challenges to AR teams for the immediate future. SageCircle can help AR teams by:
Analyzing how their analysts are using social media and how that usage should be impacting analyst lists and priorities
Advising on how to develop a pilot program to experiment with social media
Call 650-274-8309 or e-mail info (at) sagecircle dot com for more information. Also follow Carter’s commentary www.twitter.com/carterlusher to get a feel for how information is now being transmitted using microblogging.
Since 2000, SageCircle has helped analyst relations teams to focus on business value by encouraging innovative thinking that leverages insights and drives revenue.