A new report says Wikis are more important than social networks when it comes to business technology buyers. The report, from Knowledge Storm and Universal McCann, is available here — registration required. It’s also a cut-and-paste protected PDF, the devil’s own file format.
But basically, it says that, of 5300 participants:
77% of these buyers have little or no experience of with social networks. The report suggests that these people are still using the web to “get” information and that the “giving back” part of social networking might make them uncomfortable.
On the other hand, 86% of respondents said they were familiar with wikis, and more than 50% are weekly wiki visitors. 52% stated that wikis influenced their purchasing decisions.
Interestingly, the only wiki mentioned in the report as an example was Wikipedia, highlighting that the importance and influence of the online encyclopaedia goes far beyond its apparent status as a neutral reference tool. While it (thankfully) doesn’t carry product reviews, one can only presume that articles covering competing technologies and IT strategies are extremely influential.
Two recent social networks have been launched specifically for techies: Aggreg8 from Microsoft and, closer to home, the new ZDNet.co.uk communities endeavour. Would it have been a better idea to produce wiki-inspired features instead? Well, maybe, except, like most of us, IT buyers are most likely to be passive rather than active users: only 6% said they regularly contributed to wikis.
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I like the distinction you make between social networks and wikis. Wikis are not necessarily “social,” however, some really are. Wikipedia appeals to a lot of people, IMO, because it acts, in many ways, like the old Web 1.0 to a lot of late adapters in that they go there for information only; not to actually add their input.
It’s Janusian nature also allows others to participate “socially.”
Well, to be fair, it was the report that drew the difference — though you’re right that wikis aren’t necessarily social — a nice distinction in this context.
[…] A win for Wikis November 20th, 2006 Filed under frogpond A new report says Wikis are more important than social networks when it comes to business technology buyers. Posted by mk @ 10:28 am […]