The Social Media Index, Wave V was conducted between January 6 and 22, 2010 by Toolbox.com and PJA Advertising + Marketing. Among its findings, IT executives and professionals spend more time consuming social media than editorial
and vendor content.
The respondents, drawn directly from the Toolbox.com North American IT community, spent 4.25 hours per week on social media (profiles, blogs and communities) and user-generated content, compared to 2.75 hours of online vendor content (white papers, webcasts, etc) and 3.41 hours of online editorial content (InformationWeek, CNN, WSJ.com,etc). Of these hours spent on all surveyed media, 40.8 percent was spent on social media, most either staying current (75.3 percent) and networking with peers (66.4 percent).
The most important attribute for a social media expert is the quality and frequency of posting, followed by promptness and language proficiency. Using site tools, over half of decision-makers respond to peer questions, nearly half have posted their own questions. Being active and credible contributes to building reputation and a personal brand, which is important for 45.7 percent of respondents.
These professionals identify social media's biggest impact on their career is to increase their level of expertise in current job position - 52.5 percent. A trailing secondary response was "increased confidence with a support structure through professional networking" at 33.7 percent, scoring closer to those that noted no impact on their career (30.6 percent). Additionally, nearly half of respondents say that a social media presence increases their value as a job candidate (42.7 percent).
Toolbox.com, a subsidiary of the Corporate Executive Board, is a network of online communities for professionals to collaborate with their peers. The site provide a platform with professional networking tools, blogs, groups, a wiki and a vendor research directory. The communities are grouped into IT, HR and Finance.