At first glance, the new Social Media Index from ITtoolbox and PJA suggests that social media is finally hitting home at the executive level. According to the two firms, IT executives trust blogs, online communities, and other user-generated content more than any other information source when making purchase decisions. In the words of Mike O'Toole from PJA, "We've seen lots of research about social media usage, but this is the first study to link that usage to something tangible--how IT executives are using social media and user-generated content to make better purchasing decisions."

Dig a little into the data, however, and the story becomes rather less compelling. For one thing, the study looked only at print and online sources of content. But most research with executive buyers shows clearly that conversations with and referrals from colleagues and other peers are far more important than any print or online content. Ignoring word of mouth is a serious shortcoming of the study.

For another, the executive participants in the survey are largely from relatively small IT consulting and other technology firms -- and identify themselves as purchase influencers rather than decision makers. This hardly seems like a representative set of the senior executives from large companies across the economy that still make up the most important audience for most large technology vendors. I can't see the breakouts for other industries, but  there are literally only 1-3 executives included from such industries as financial services, government, health care, and energy.

Don't get me wrong; I'm thrilled to see that executives of any stripe are now spending as much time with social media as with traditional media, and stating that they are receiving helpful ideas and feedback from online communities and user-generated content. Most marketing organizations absolutely could stand to get more focused and creative with social media at the executive as well as other levels. I just wouldn't go overboard and cut back on the face-to-face initiatives that are still the most useful way to truly engage executive buyers.