How IBMers Use Social Media to Get Things Done — 4 Examples

Consensus is that companies with social cultures are more successful engaging and marketing using social media. IBM has been “walking the social media walk” for four decades, a formidable task for a company that currently has a globally dispersed team of 400,000.The scope of IBMs internal social media impact is staggering: citing 17,000 individual blogs, a million daily page views of internal wikis, 25,000 tweeters and 300,000 LinkedIn profiles doesn't do justice to the scale of the brand’s social footprint.Does it work? I asked four IBMers to tell us how social media helps them do their jobs. You’re bound to find ideas in their stories to help you in yours.

The general consensus on social is that companies with social cultures are more successful engaging and marketing using social media. IBM has been “walking the social media walk” for four decades, a formidable task for a company that currently has a globally dispersed team of 400,000.

The scope of IBM’s internal social media impact is staggering: citing 17,000 individual blogs, a million daily page views of internal wikis, 25,000 tweeters and 300,000 LinkedIn profiles doesn’t do justice to the scale of the brand’s social footprint.

Does it work? I asked four IBMers to tell us how social media helps them do their jobs. You’re bound to find ideas in their stories to help you in yours.

Casey Dugan, Research Developer

My research group spends a lot of time building the newest social tools and features that are incorporated into IBM products. We do our best to make IBMers and even the public in some cases aware of what we’re working on and what’s available to them.

Casey Dugan
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For example, I tweet about non-confidential projects, presentations we’re giving at conferences, or academic papers we’ve published for the external community. I also try to give more details internally to IBMers on new research projects, features and demos. My team and I use IBM Connections microblogging to spread the word on things we’ve built that we’d like other IBMers to try out.

We also use an IBM Connections community to collect feedback from our users on our latest system and features. This is where social comes full circle – we use the tools we’re building and encourage other IBMers to use them as well.

Edward L. Linde II, Senior Marketing Manager

Ed Linde
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My team and I are leading the effort to transform our North American sales force into “Digital Sellers” who use LinkedIn, Twitter, eContact and Sametime 8.5.2 [IBM’s internal instant messaging system] to engage and collaborate with their clients. We are also leveraging Social Media to mine for sales leads from small and mid-sized businesses.

As a manager of 16 employees spread across the United States and Canada, I depend on Sametime 8.5.2 and IBM Connections [IBM’s enterprise social software platform] to collaborate with and manage my team and to be a helpful, indispensable resource to breakdown barriers, navigate the matrix and to help them succeed.

Stefan Pfeiffer, Marketing Lead Social Business & Collaboration Solutions Northeast Europe

I can’t imagine doing my job without social tools, both internally and externally, when it comes to communicating and collaborating with colleagues, external partners and suppliers. I use our internal social tools – Connections and Sametime – for sharing all work related information and files with my colleagues. Using these tools helps to decrease the amount of emails I’m sending and receiving and streamlines communication and collaboration.

Stefan Pfeiffer
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Also, external social networks nowadays are a normal part of my day-to-day job as a marketer. I connect with customers, journalists and bloggers, partners, as well as colleagues on Twitter, Facebook and through my blogs and business focused social networks like XING, a popular social networking tool in Europe similar to LinkedIn. I also write a regular blog for an online, German business technology publication. I believe that the times of pure push marketing are over and that someone who’s very well connected and uses social media regularly will be more successful in their job. I am available for customers and partners online over social networking platforms and help them to find the right person at IBM or the right information.