About today’s guest post: As companies mature their online presence though more robust social engagement, individuals within those companies are advancing use of social technologies to communicate and collaborate publicly. At the same time, consumers’ evolving use of social platforms has lead to increased expectations for brand information discovery, consumption and engagement. Surfacing organizational culture and expertise helps companies better connect with their customers in terms of who they are and what they stand for.
Tapping into the collective wisdom of an organization’s thought leadership has enabled social business transformation in ways we never would have imagined 5 or 10 years go. In today’s post, Ethan McCarty, IBM’s Director of Enterprise Social Strategy, @ethanmcc has offered to bring some clarity to this opportunity and to share one example of what IBM is doing about it.