As Josh Bernoff explains at Forrester's Blog Groundswell
B2B buyers (of technology) are highly active in social media participation
He also presents some highlights:
"- 91% of these technology decision-makers were Spectators -- the highest number I've ever seen in a Social Technographics Profile. This means you can count on the fact that your buyers are reading blogs, watching user generated video, and participating in other social media. Note that 69% of them said they were using this technology for business purposes.
- Only 5% are non-participants (Inactives).
- 55% of these decision-makers were in social networks (Joiners) -- despite as mature businesspeople and not college students, you'd think they'd be participating a lot less.
- 43% are creating media (blogs, uploading videos or articles, etc.) and 58% are Critics, reacting to content they see in social formats. Again the numbers are very high compared to other groups we've surveyed, and again the level of participation for business purposes is also very high.
The report includes some useful recommendations for B2B - more
The Social Technographics® Of Business Buyers
Groundswell Social Technographics Profil mit 2008er Daten (Deutschland)
The Social Technographics Profile Of Your Existing and Potential Customers