For Technology Marketing Professionals

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	July 10, 2009 When Looking For Product Insights, Not All Social Media Are Created Equal The Choice Of Social Media Depends On The B2B Question Asked by Tom Grant, Ph.D. with Peter Burris, Laura Ramos, Madiha Ashour

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Executive Summary

"Location" — the "L" in Forrester's PLOT method for applying social media to product management decision-making — deserves special attention. The landscape of social media is now so broad, the tools so varied, and the creation costs so (relatively) low that useful data can reside anywhere but often is not where you might expect it to be. The challenges of finding valuable product data go beyond simple questions of medium, such as wikis versus blogs, or forums versus social networking. Depending on the type of question, some social media outlets will be good places to look for answers — and others far less useful or reliable.

TABLE OF CONTENTS

• Product Managers Need A Social Media Map
• Which Aspect Of The Product Requirements Are We Talking About?
• Is The Issue Product-Centric Or Problem-Centric?
• Do We Need Aggregate Information, In-Depth Information, Or Both?
• Who's The User?
• What's The User's Interest In Social Media?

WHAT IT MEANS

• Product Managers Need To Build Active And Passive Social Media Sensors
• Supplemental Material
• Related Research Documents

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