Senior Technology Decision-Makers are More Social Online Than Their Teams

Forrester published a very enlightening report today called "Tech Marketers Are Missing The Social Mark For Senior Decision-Makers." What's unique about the findings in this study is that Forrester found that senior level decision-makers, such as vice presidents and directors, making technology buying decisions, are actually more active on social media than those who report to them. 

Here are some of my favorite key findings from the report:
  • "Senior-level decision-makers are significantly more willing than lower seniority colleagues to use social channels at work."
  • "Fifty-nine percent of directors and above use social media sites for work at least once a week, and only 30% of their staff do also."
  • "About half of senior management — vice presidents and directors — use LinkedIn at least weekly, compared to just 30% of individual workers."
  • "Senior decision-makers are more interested in sources that have longer form writing." (Blog content over Twitter, for instance)

You can download the report here.