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Not a full narrative of governance, but rather some timelines to associate with my remarks at the SMASH L.A. Event on April 7, 2011
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Social Business Management & Governance
Adam Christensen, IBM
SMASH L.A. April 7, 2011
IBM social media programs timeline
Online VM Chat Forums (1980s)
Launched online employee portal, w3 (1996)
Launched Lotus SameTime Instant Messaging (1998)
Launched developerWorks Communities (1999)
80s-90s 2001 2003/04 2005
Launched first all-employee online brainstorm, WorldJam
ValuesJam: Employees collaborate to create Values
BlogCentral: All-employee blogging platform on intranet
developerWorks blogs on ibm.com
WikiCentral launched on w3.
Employee self publishing platform, IBM Media Library, launched on intranet
2006
IBM hosts InnovationJam for employees, clients, etc.
2007
Cattail: social file sharing
DogEar: social tagging
Fringe4: Internal social networking
BeeHive: Internal social network
BlueTwit: microblogging behind firewall
2008
Lotus Connections established on w3 and ibm.com
SocialBlue: Internal social network
2009
BlogCentral, WikiCentral, BlueTwit, SocialBlue, DogEar, Cattail all merge into Lotus Connections
Social Aggregator launched
Expert Locator launched on ibm.com
IBMers form largest employee communities on LinkedIn, Facebook, Twitter
People for a Smarter Planet on Facebook
2010
Social Business & IBM tool launched
Expert Locator across P.O.E. domains
Deployed Social Business Manager role
2011
IBM social media governance timeline
Employees Write Blogging Guidelines
2005
Update Blogging Guidelines (now called SocialComputingGuidelines)
Conduct Enterprise Risk Assessment
Legal publishes Social Computing FAQs
All employee BCG Education
2008 2009 2010
Social Computing Guidelines 3.0
IBM SVPs Host Social Business Forum
Social Media located on IBM Enterprise Risk Map
2011
Launch the Social Business @ IBM Tool
Create Social Business Management Council
Host Social Business Jam
Build Social Intelligence System for always-on crisis and opportunity monitoring & workflow
IBM Social Business Management Council
Mission StatementThe IBM Social Business Management Council is a governance body established as a result of the recommendations of the 2010 IBM Social Media Enterprise Risk Assessment, which analyzed the reputational effect of employee use of social media. The Council — a cross-company, cross-discipline executive council — aims to ensure that IBM takes full advantage of social media to drive business benefit, while simultaneously managing the potential risks associated with employee use of social media. The Council seeks to foster greater operational collaboration, standardized governance and consistency in social media execution as IBM embraces social business.