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Hypergene MediaBlog » IBM redux: Autonomy, reputation and community
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IBM redux: Autonomy, reputation and community

IBM’s move to enable all of its employees to blog is a masterstroke in corporate householding strategy:

1. Social recognition: Giving your employees some level of autonomy enables them to own and build their reputation, internally and externally.

Catherine Helzerman, an already established IBM employee/blogger, says it has been good for her career. “Blogging has provided me with recognition within the company, and outside.” (Silicon Valley Watcher)

As we noted in the first section of Chapter 4 in We Media, Why we participate, the prime motivator behind social media is “to gain status or build reputation in a given community.”

2. Transitive credibility: Blogging enables your employees to grow loyal communities of interest. And assuming that reputation and community is positive, that reputation will reflect upon the corporation.
(See We Media: Chapter 6, section titled Increased trust in media)

3. Knowledge management: If IBM creates a type of IBM:Technorati, it would be easy for employees with similar interests to find each other, collaborate on ideas and solve customer problems.
(See We Media: Chapter 4, section titled: To create connections with others who have similar interests, online and off)

4. Network identity: As mentioned in a previous post, if only one-quarter of IBM’s employees
write a blog on a semi-regular basis, the amount of output. In the network economy, connections equal value. With employee blogs, IBM will be able to:

a. Increase frequency of contact with customers (past, present and future).
b. Increase the value of IBM’s online content by enabling employees and the audience to connect it with similar content — to additional news, information and experiences on the Web and in offline media.
c. Elevate intercast: A company-wide blogosphere is a platform that supports social interaction around your brand and its ideas.
(See We Media Chapter 7, section titled Connections = value)

Posted on May 30, 2005 | 11:06 am EST

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