I had an interesting conversation with the head of marketing of a vendor here at Forrester’s marketing conference. She told me about the changing role of AR. Now, the role of AR must evolve, as analysts have direct connections to employees of their company, and have the ability to circumnavigate that traditional relationship. For example, I can easily tweet out “anyone in the sharepoint team have have a moment for some questions” and I’d suspect they’d quickly respond in seconds, whether or not the AR person was involved.
To respond to these times, I’ve found that the best AR folks do the following things: 1) Listen to analysts and synthesize. Now, AR folks can listen directly to the thoughts and insights of analysts that share online. Most AR folks I talk to know what I’ve been up to, where I’m going, and what I care about. As more analysts start to create more content online, the AR role becomes more critical 2) Prepare internal stakeholders. This isn’t anything new, but I’ve noticed that the top AR folks are prepping the interviewers I speak with my blog posts and reports, helping them save time. I’ll be honest, it’s difficult to keep track of my output, fortunately the AR person can do this. 3) Reconnect me with stakeholders. The best AR folks are building a long term relationship with me, leave comments on my blog, send me emails, and setup formal briefings.
What’s the theme here? The role hasn’t changed that much in the traditional sense, but the AR professional isn’t a gatekeeper, instead they facilitate.
Leave a comment, how else can AR folks evolve when it comes to social?