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Serendipitously, I just uncovered a post relating to IBM and social media use guidelines, which I wrote about yesterday with regard to the Associated Press’ new policy. IBM’s document is a “public submission to the Department of Homeland Security as part of their Privacy Workshops they hosted in Washington D.C. earlier this week.”

photo credit: Tech Writer Boy

Particularly interesting to my discussion is IBM’s take on what it means to engage your staff in social networking, and how to set the proper expectations with your people:

Both governments and business must adopt such capabilities responsibly and thoughtfully, with proper consideration ofthe risks, governance, and legal issues introduced by Web 2.0. Organizations must implement policies that clarify the boundaries ofappropriate use for participants and take steps to protect proprietary or classified materials.

They must set expectations concerning data ownership, visibility, longevity and privacy. The deliberate and thoughtful establishment and implementation of such policies is an essential step toward making Web 2.0 tools suitable for business and government.

First thoughts: I really think it is great that an organization strives to be forward thinking and embraces new technology as readily as I believe IBM does. It is one of the few firms that relishes in the fact that they have the foresight to stay ahead of emerging trends and to ultimately take action when needed to utilize those trends for business purposes. With that foresight, I also realize that it is important (and essential) for a firm to minimize risk, but it is equally essential for a firm to allow their teams to express themselves and explore their creativity–which allows people to “become a global publisher for free – in minutes” when using Web 2.0 tools.

Social Networking Guidelines

On the same point, I also think a hard line document like the one set out by the AP is a bit of a stretch for acceptable use-policies and the managing directors within the Associated Press should consulted the guidelines set forth in the IBM document posted above. “In the mid 1990s, IBM similarly issued a set of Internet Use Guidelines for employees, while encouraging all employees personally to explore and become expert in the use the Internet.” Use Guidelines like the ones IBM enacted enables innovation and knowledge to grow, while the AP guidelines can be seen as nothing other than a set of rules set out to stifle the creative expression of their workforce.

One of my biggest learns from Adam’s snippet was the shear volume and intensity of the IBM social media platform. Not only does the organization provide guidelines for use of these tools, but the company also actively promotes the technology. IBM says they “did so in order to encourage collaboration and provide greater outside exposure to IBM’s greatest asset – its employees.” That sentence in and of itself speaks to the culture that Big Blue maintains.

Globalization and Sustaining Growth

I also wanted to bring attention to one other snippet that caught my eye on Adam’s site: IBM recognized the opportunity to tap into individuals’ use of social media as a way to flatten a geographically and organizationally dispersed employee population and to encourage more learning, collaboration and development – both inside the company and with external parties. Further, our research indicated that the personal interactions individuals have with IBM employees – online or face-to-face – have a more powerful influence on shaping the individual’s perception of IBM’s brand than any other form of communications, marketing or advertising.

Again, I think the focus on the employee, is partly why IBM hires and retains the top talent from around the world, and maintains industry leader status within the many areas it serves.

Check out what Adam had to say here.

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