Social media is actively used by IT buying teams during the investment process. The preferred social platforms change across each buying stage. Vendors and agencies must understand the current buying stage of prospects and leverage each platform to accelerate their understanding and interest. They should also leverage the stated challenges in using social media to emphasize the advantages of their internally-controlled social platforms such as blogs, wikis and discussion boards. This IDG Connect Research Benefits individuals who are responsible for the planning, implementation and management of social media as it supports marketing campaigns and ongoing sales activity.