… a new study by IDG Connect — … — shows that IT buyers will soon look to social media as the single most important content source to inform their buying decisions.
When compared to editorial content and vendor-created content, social media is currently the least critical source of information for IT buyers, the study found. But in two years, buyers expect that equation to flip as they increase the weight given to social media from 31% to 37% for influencing investment decisions. In the same period the weight given to editorial and vendor content will drop to 31% and 32%, respectively.
Social is already playing a role among the vast majority of IT buyers. According to the study, 86% use social media today in their purchase decision process.
The study also found that buyers engaging on social networks are far more interested in educational content as opposed to transactional and promotional content.
via Social Media Increasingly Important for B-to-B Marketers | BtoB – Advertising Age.