Save or Share this Report

For B2C Marketing Professionals

Tech Marketers' Online IT Community Playbook

Making Tech Marketing Socially Correct

March 6, 2008

Primary author headshot


  • By Peter Burris
  • with Bradford J. Holmes,
  • Laura Ramos,
  • G. Oliver Young,
  • Emily Van Metre,
  • Robert Muhlhausen

Why Read This Report

Online IT communities are profoundly shaping the experiences of IT professionals. Information technology vendors must participate in these communities, but engaging them incorrectly will escalate marketing costs, reduce effectiveness, and dilute your brand. Technology marketers must ensure that their companies not only play by community rules and act responsibly, but they must also maximize the return on participation by acting like a peer and ensuring that all contributions provide direct and meaningful value to community members. The emerging power of online IT communities means that technology marketing leaders face a simple choice: Modernize the firm's online presence or lose responsibility for it.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).