Big Blue’s Social Computing Guidelines Hit the Mark

Posted by: Amy Hooker, Director of New Media Apr 17, 2009 0 Comments

Time flies. Seems like just yesterday that IBM released their first set of social computing guidelines. It was actually 2005, an ion ago in social networking time. A mere four years ago, technologies like Facebook and Twitter weren’t as prevalent among business and government users as they are today. Due to the evolution in technology, Big Blue recently released a revamped version of their initial guidelines. Once again, they did several things right.

1. They use plain language:There’s no legalese or double speak in their guidelines. They aren’t talking to their employees like potential criminals, children, or computers. They’re speaking in a straightforward manner that one typically hears when he or she is talking to people who have good common sense.

2. They don’t go on and on: The guidelines’ executive summary consists of 12 bullet points that could be printed on a standard 8.5 × 11 piece of paper and still have room at the bottom of the page. The brevity of this—along with the longer description of specific guidelines—makes it more accessible and appealing to readers.

3. They put the onus on the employee: One of the guidelines regarding social profiles simply reminds employees to “ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.” In essence, IBM understands that they cannot ever fully control what their employees do or say online—and so rather than trying to wrestle that control, they’re empowering employees to control themselves.

4. They start from a place of trust: Some blogging/social computing guidelines seem to be written from the point of view that the employees are “out to get” the company. Those guidelines read like a set of instructions the goal of which is to cover every potential problem imaginable and close every possible loophole. I have to imagine it also scares the wits out of some employees who would rather not say anything than risk unintentionally making a mistake.

The guidelines assume that IBM employees who are interested in engaging in online conversations are also interested in doing the right thing by their employer. When it comes down to it, that’s the majority of folks anyway—and if someone wants to speak ill, they’ll certainly figure out a way to do it, no matter what a group of social media guidelines say.

For companies and government agencies interested in developing their own social networking/blogger outreach policies, IBM’s social computing guidelines serve as a great place to begin having a larger conversation.

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Amy Hooker

Director of New Media

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