Should Social Media Be Regulated?

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Andy Piper
http://andypiper.co.uk

Around 380,000 employees;165 countries
Employees are highly mobile
Several large divisions
Systems and Technology
Consulting Services
Software
Research

IBM acquires companies
IBM has many divisions and interests

We’ve been podcasting internally and externally for some time. We run weekly podcasts on developerWorks, and occasional interviews.

We’ve got demos and videocasts on YouTube... and you’ll find IBMers on Slideshare, Viddler and other sites too.

We’ve been using social networks like Xing to build communities like Greater IBM, our alumni network... and also extending that to LinkedIn, Facebook and Second Life
http://www.ibm.com/ibm/greateribm/

Twitter enables us to both stay in touch with wider teams and communities, and build relationships with customers and analysts. This has been a great tool for developing individual connections, and we’ve been looking at using similar tools internally.

We have IBM groups on Facebook which enable us to build communities there. Some of my clients have connected with me there, for example. There’s been some recent controversy about Facebook from a privacy and time wasting perspective, but there’s an element of common sense here - and it does help to build networks.

del.icio.us, Dopplr, Slideshare

Even a social music site like Last.FM can help to build communities
http://ibmrocks.mytoycode.com/

This is a fun social software mashup - Last.FM IBM Rocks group and our employee directory.
It is enhancing our internal connections and relationship-building.

Of course it is well-known that IBM is working in Virtual Worlds now - engaging with our customers and partners there. In fact our engagement with Virtual Worlds could be argued to have started with a blog (eightbar)

We run developer briefings in Second Life, presentations internally and externally in virtual worlds, and have an online business center.

So blogs have taken us to other social media (audio and video) and on into what could be the next generation of the Internet.

Lack of education / guidelines can lead to accidental breaches - e.g. rumours

Pay attention to other licensing models - GPL, terms of service, CC etc.

Play nice with communities, don’t exploit them

A note of caution.
All of this openness has a flipside.
Sometimes we need to partition the domains. Clearly we can’t be completely free with all of our information.
Having an internal sandpit is important. We have internal microblogging, internal “Facebook” (social profiles), etc. as well as internal blogs.

At IBM we started with some guidelines. It’s probably foolish to go without.
They are linked with our general Business Conduct Guidelines.

“In 1997, IBM recommended that its employees get out onto the Net – at a time when many companies were seeking to restrict their employees' Internet access. We continue to advocate IBMers' responsible involvement today in this new, rapidly growing space of relationship, learning and collaboration.”

So IBM’s embrace of these technologies builds on a history of innovation.
The message - don’t fear employees, competitors or the public - let them engage constructively

Our blogging guidelines are widely recognised, used as a template, and have been used as a basis for other policies covering podcasting, virtual worlds and conduct in social media

Use social media as a means to expose IBM's experts - and expertise - to the world, to learn, engage, influence and lead

Thank you

1 Event

Andy Piper, blogger at The lost outpost, added this to the event Barcamp London 7

Should Social Media Be Regulated? - Presentation Transcript

Should social media be regulated? IBM’s approach to the social web Andy Piper http://andypiper.co.uk
IBM has over 380,000 employees; over 50% are mobile http://ﬂickr.com/photos/killermart/34566562/
IBM has over 380,000 employees; over 50% are mobile http://ﬂickr.com/photos/killermart/34566562/
http://ﬂickr.com/photos/derekb/19659998/
Diversity: culture, technology, expertise, background, interests http://ﬂickr.com/photos/derekb/19659998/
cattail
http://www.ﬂickr.com/photos/beatnic/3468347540/
http://flickr.com/photos/zhent/574472488/
Spring 2005 http://ﬂickr.com/photos/hans-on-experience/14188376/
Spring 2005 May 2008 http://ﬂickr.com/photos/hans-on-experience/14188376/
Summary: • Follow the BCGs • Take personal responsibility • Include a disclaimer http://ibm.com/blogs/zz/en/ • Don’t cite clients guidelines.html • Don’t pick ﬁghts EU + FTC rules!
Empower everyone Trust employees… they are the brand
Empower everyone Trust employees… they are the brand “Use social media as a means to expose IBM's experts - and expertise - to the world” (Adam Christensen, IBM Social Media Communications)
http://www.ﬂickr.com/photos/mcvay728/2497387021/
Connect http://twitter.com/andypiper http://andypiper.co.uk http://slideshare.net/andypiper We podcast YOUR tags! http://dogearnation.com