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Stats on Twitter, Social Media, and Vendor Participation in Online Communities

Toolbox.com, the operator of online communities for professional knowledge sharing, and PJA Advertising + Marketing, 2008 BtoB Agency of the Year, today announced results of Wave IV in the IT Social Media Index survey series.

The results of this latest survey show that professionals are increasing their consumption of and participation in user-generated content in relation to other forms of media

View complete survey results:http://it.toolbox.com/trd/832512.

This survey series is designed to provide insights from IT executives and professionals on topical issues that affect decision making. Nearly 3,000 members of the Toolbox for IT community participated in Wave IV, conducted in early June 2009. They shared insights on their use of social media in the workplace, their attitudes about vendor participation in online communities, and how useful they find communities like Twitter for professional knowledge sharing.

“The results of this latest survey show that professionals are increasing their consumption of and participation in user-generated content in relation to other forms of media,” commented George Krautzel, co-founder and president of Toolbox.com. “What is also exciting to see in this wave is the willingness that participants had towards vendors openly collaborating with them on solutions to workplace challenges. Vendors can interpret this data as an invitation from IT professionals to participate alongside of them within online communities.”

The survey shows that the majority of executives and professionals value vendor participation in online communities, with 34.7% saying that vendors must have a presence in online communities, and 42.0% responding that it is important for vendors to listen to their audiences and engage in conversation.

“This survey debunks the common conception that technology vendors don’t belong in online networks,” commented Mike O’Toole, Executive Vice President and Partner at PJA Advertising + Marketing. “It also shows that the closer you get to senior level in IT, the more executives are engaging with Twitter as a networking tool.”

This survey revealed the following about social media usage:

Social media consumption continues to outpace editorial and vendor content consumption, increasing from 3.74 hours per week to 4.72 hours per week from Wave III (August 2008) to Wave IV (July 2009).

Consumption of social and user-generated content (blogs, podcasts, online communities, wikis, and profiles/social networking) continues to rise ahead of editorial media. The Toolbox.com/PJA IT Social Media Index now stands at 195*, a 44.5% increase since Wave III research conducted in August 2008. *Note: The Toolbox.com/PJA IT Social Media Index uses editorial media consumption in Wave I to calculate a mean score of 100. Global consumption of social media and user-generated content has remained consistent, with use of profiles, peer-to-peer networking, discussion groups, and blogs leading the growth in consumption and participation.

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