IBM has a long history of collaboration among employees dating back to internal discussion forums in 1986. Today, IBM's brand strategy focuses on highlighting employees and their expertise and innovations through various social media platforms. IBM employees are actively involved in social computing through blogs, wikis, and innovation programs, and their expertise and ideas are surfaced both internally and externally online. This involvement helps IBM work toward its goal of creating a Smarter Planet by developing new technologies and solutions through employee-driven innovation and participation.