LinkedIn places a lot of emphasis on the technology sector. In fact, some 238 million members use the web site to educate themselves on new technologies and trends, and to discuss that information with others, including experts, peers, clients, and prospects.    

With this in mind, LinkedIn commissed a new study (in conjunction with comScore, Starcom MediaVest Group and Mashwork) called The Social Bridge to the IT Committee. The intent of this fresh research is to offer key insights on how tech marketers can successfully connect with their audiences.

We talked to Mike Weir, Global Head of Category Development – Technology Industry at LinkedIn, about the four questions the study asked and answered.

1. Who’s involved in making IT decisions?

As referenced in the title of the study, tech decisions in companies are no longer being made by just the IT department, but by the “IT Committee.” This group is typically made up of members of IT, as well as Finance and Marketing.  Research shows that 43% of the IT Committee work outside of the IT department, and 50% are individual contributors or managers. Weir says the shift can be credited to more and more people being dialed into technology on a personal user level, thus giving them an interest in the potential of technology on a business level.

2. What’s driving IT decisions today?

Notably, but not surprisingly, there are just 15 million B2B tech buyers these days, influencing 820 billion corporate dollars. Because of this scarcity, the vendor shortlist for these decision makers is more exclusive and critical than ever. Typically just three vendors make this list and there is a 92% chance the buyer’s final choice will be one of these three. Only one in six tech buyers will purchase from a new vendor. The key to making this shortlist, according to the study, is the sweet spot between fostering long-term relationships and serving short-term needs using lead generation (more on this in the final paragraph).

3. Where are decision makers looking?

LinkedIn’s study found that 95% of IT Committee’s use social media monthly to access information specific to their business, a 10% increase over last year. Some 68% of these decision makers say that they are open to connecting to new vendors on social. These buyers' preferred platform for this is LinkedIn, with 50% more likely to engage with vendors there than on other social networks. Compared to other LinkedIn members, tech buyers produce twice as many status updates, have three times as many connections, and follow four times more tech companies.

4. What are they looking for?

Content is playing a big part in social media. The IT Committee in particular is interested in a diverse range of topics. Today’s marketers need to create a solid content strategy that shares authentic, valuable, timely, and customized information, which will engage buyers where they are. Establishing your brand as a category expert is key to creating the long-term relationships needed to turn prospects into clients. Be thoughtful with the content that is shared, as the IT committee lists receiving “a lot of marketing materials” as the #1 reason they would not connect with a vendor on social.

View the complete The Social Bridge to the IT Committee study here.

For more on best practices for getting social, download our free ebook Social Media for IT and Software Companies.