You might think the social media accounts of a huge technology company like IBM would be dry and dull. Actually, they’re entertaining and informative! Believe it or not, IBM was an early adopter of social networking that even predates the widespread use of Twitter. IBM’S SOCIAL HISTORY IBM foresaw the popularity of social media way back in 2007 and launched Lotus Connections, a product that rolled five social networking applications into a single integrated package. Since it was aimed at the corporate social and collaborative environment, the apps focused around tools that allowed workers to communicate with each other via blogs, profiles, and common community areas. Fast forward to 2010. Over 200,000 IBM employees had LinkedIn accounts and a few thousand IBM workers were on Twitter, though the company had no official Twitter account (though they joined the service in 2009). 53,000 employees also used the IBM’s in-house Facebook-like social network. - See more at: http://www.socialmediatoday.com/content/secrets-behind-ibms-social-presence#sthash.3reASRhj.dpuf

1. The Secrets Behind IBM’s
Social Presence

2. Believe it or not, IBM was an early adopter of social
networking that even predates the widespread use of Twitter.
You might think the social media accounts of a huge
technology company like IBM would be dry and dull.
Actually, they’re entertaining and informative!

3. IBM foresaw the popularity of social media way back in 2007 and launched Lotus
Connections, a product that rolled five social networking applications into a single
integrated package.
IBM’s social history
Fast forward to 2010. Over 200,000 IBM employees had LinkedIn accounts and a
few thousand IBM workers were on Twitter, though the company had no official
Twitter account (though they joined the service in 2009). 53,000 employees also
used the IBM’s in-house Facebook-like social network.
Since it was aimed at the corporate social and
collaborative environment, the apps focused around
tools that allowed workers to communicate with each
other via blogs, profiles, and common community
areas.

4. Over the years, IBM’s support of enterprise social networking has continued to
grow. Last year, the company announced a partnership with Twitter designed to
help companies reach maximum engagement with their followers.
“There are three basic elements. First, we are going to integrate Twitter data with
our cloud analytics tool to make it easy for customers to reach it. The second is,
we’ll team up to make solutions for very specific business needs, such as
marketing and customer care. Lastly, IBM will train and certify 10,000 consultants
on a global basis to be experts of the Twitter platform,” IBM’s Alistair Rennie,
general manager of the company’s Business Analytics group, told Fortune.

5. Given IBM’s alliance with Twitter, it makes sense the company would have
several accounts to serve different types of customers. Their main account has
over 156,000 followers and keeps customers up to date on new product
launches, software updates, and studies. Ancillary accounts let customers
know about upcoming events, share news with developers, or promote the
company’s news releases.
IBM also has a heavy presence on Facebook. Their main page keeps customers in
the know with general news and information about IBM, while secondary pages
discuss topics like social business and career development.
IBM’s social presence today

6. IBM’s whimsical side shines through on
it’s Instagram account. In addition to
visually stunning images that represent
their products and corporate culture, the
marketing team often posts pictures of
IBM offices from around the globe. Visitors
to the site are often encouraged to caption
photos or leave a comment for
employees. IBM’s Instagram account is a
neat peek behind the scenes of a mega-
corporation.
The company has over 37,000 followers on Google+ and even
manages collection of Pinterest boards on various topics like
Women in Tech, Big Data, and IBM History.
Social engagement doesn’t stop there,
however. IBM also runs several YouTube
channels, a Vine account, and, of course,
a LinkedIn page.

7. The guidelines are updated periodically as the social networking landscape
changes to make sure activity across all channels is the best it can be.
IBM saw the writing on the wall when social networking was in its infancy and new
it was destined to become an everyday part of the way companies do business.
From their first foray into social media to their clever uses of today’s newest
platforms, IBM has always forged it’s own distinct path in the social arena.
How IBM does it
Image: Courtesy IBM / NBC News
If you think that managing all those sites requires
a lot of hands on deck, you’d be right.
Each social media account has at least two people
managing it and the entire team is required to
follow the company’s strict Social Computing
Guidelines.