Forget Facebook; IBM claims it’s been doing social media for two decades now.
Back in the early 1990s, IBM employees had access to collaborative systems on Mainframe, where employees could chat and comment on one another’s work. By 2000, IBM’s intranet had social elements like customized content and feedback options like chat and commenting. It also hosted online “jams” where tens of thousands of employees would talk about topics critical to IBM’s business.
IBM has centered its social strategy around content since the get-go. What’s interesting is that IBM doesn’t take a command-and-control approach to content. Some of its employees write for IBM blogs, while others have their own blogs. The best content is showcased on IBM’s “Voices” website.