Are there two sides to your character?

Is there a nice 'you' and a 'nasty' you? A 'professional' you and a 'weekend' you?

To an extent, we all exhibit these tendencies. It is human nature and it starting to show up on social media.

New research suggests that the development of social media - and the people who use it - has reached a point where we are doing this more and there is an excellent reason for it.

I'm lucky to be surrounded by a lot of smart people in my work, be they clients or colleagues. So it makes it all the more amazing when I see examples of complete lack of vision when it comes to marketing - in this case, nurturing customer loyalty.

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Everyone's talking social media. But are buyers really listening? The Base One B2B Marketing Buyersphere Report - launched today - lifts the lid on the channels that different buyers really use for information and what this means for B2B marketers.

The impact of the digital revolution and the rapid proliferation of marketing channels, tools and techniques is having a profound impact on how B2B brands talk to their audiences. But whilst the likes of blogging, social media, online video etc. are very exciting opportunities to potentially engage your customers, how much do buyers really use them? And how does this compare with more traditional forms of media?

These are amongst the questions that the Buyersphere Report, developed by Base One and B2B Marketing, set out to establish.
 
The report - which can be downloaded here - is based on a survey of 503 business buyers who have been involved in a purchase worth at least £20,000 in the last 12 months. The survey was carried out by Toluna, with analysis of the results by Base One, McCallum Layton and B2B Marketing.

The report maps the influence and frequency of use of key information channels at three different stages of the buying process: need definition, supplier identification and supplier selection. In doing so, it has unearthed some key patterns that will help marketers plan more effective buyer communications...