IBM Social Computing Guidelines

Blogs, wikis, social networks, virtual worlds and social media

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In the spring of 2005, IBMers used a wiki to create a set of guidelines for all IBMers who wanted to blog. These guidelines aimed to provide helpful, practical advice—and also to protect both IBM bloggers and IBM itself, as the company sought to embrace the blogosphere. Since then, many new forms of social media have emerged. So we turned to IBMers again to re-examine our guidelines and determine what needed to be modified. The effort has broadened the scope of the existing guidelines to include all forms of social computing.

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IBM Social Computing Guidelines

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Blogs, wikis, social networks, virtual worlds and social media

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These guidelines aimed to provide helpful, practical advice—and also to protect both IBM bloggers and IBM itself, as the company sought to embrace the blogosphere. Since then, many new forms of social media have emerged

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These guidelines aimed to provide helpful, practical advice—and also to protect both IBM bloggers and IBM itself, as the company sought to embrace the blogosphere.

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Guidelines," which continue to evolve as new technologies and social networking tools become available

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Below are the current and official "IBM Social Computing Guidelines," which continue to evolve as new technologies and social networking tools become available.

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Below are the current and official "IBM Social Computing Guidelines," which continue to evolve as new technologies and social networking tools become available.

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Responsible engagement in innovation and dialogue

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Whether or not an IBMer chooses to create or participate in a blog, wiki, online social network or any other form of online publishing or discussion is his or her own decision.

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IBM is increasingly exploring how online discourse through social computing can empower IBMers as global professionals, innovators and citizens.

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These individual interactions represent a new model: not mass communications, but masses of communicators.

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To learn: As an innovation-based company, we believe in the importance of open exchange and learning—between IBM and its clients, and among the many constituents of our emerging business and societal ecosystem.

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As an innovation-based company, we believe in the importance of open exchange and learning

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To contribute:

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As our business activities increasingly focus on the provision of transformational insight and high-value innovation - whether to business clients or those in the public, educational or health sectors—it becomes increasingly important for IBM and IBMers to share with the world the exciting things we're learning and doing, and to learn from others

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In 1997, IBM recommended that its employees get out onto the Internet—at a time when many companies were seeking to restrict their employees' Internet access. In 2005, the company made a strategic decision to embrace the blogosphere and to encourage IBMers to participate.

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IBMers are personally responsible for the content they publish on blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy.

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IBM Social Computing Guidelines: Executive Summary

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Know and follow IBM's Business Conduct Guidelines

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on 2009-09-29 by sbrady

This should likely be at the top of any policy. Basically, the rules of the firm, the goals and the visions, do not go away when you deal with social media. Rule #1 (the golden rule?) is always follow all firm policies and conduct yourself as you would in person.

IBMers are personally responsible for the content

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Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.

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IBMers are personally responsible for the content they publish on blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy.

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Identify yourself

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Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.

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Respect copyright, fair use and financial disclosure laws.

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use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."

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"The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."

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Don't provide IBM's or another's confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM.

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Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source.

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Don't provide IBM's or another's confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM.

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Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.

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Don't cite or reference clients, partners or suppliers without their approval.

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Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source.

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Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.

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ou should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.

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You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.

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be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.

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Find out who else is blogging or publishing on the topic, and cite them.

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Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.

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Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.

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The same principles and guidelines that apply to IBMers' activities in general, as found in the IBM Business Conduct Guidelines, apply to IBMers' activities online. This includes forms of online publishing and discussion, including blogs, wikis, file-sharing, user-generated video and audio, virtual worlds^* and social networks.

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activities in or outside of work that affect your IBM job performance, the performance of others, or IBM's business interests are a proper focus for company policy

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IBM supports open dialogue and the exchange of ideas.

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Only those officially designated by IBM have the authorization to speak on behalf of the company

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Only those officially designated by IBM have the authorization to speak on behalf of the company.

However, IBM believes in dialogue among IBMers and with our partners, clients, members of the many communities in which we participate and the general public.

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We believe that IBMers can both derive and provide important benefits from exchanges of perspective.

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IBMers should not use these media for covert marketing or public relations.

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on 2008-12-14 by hutchcarpenter

Nice - IBM doesn't want false PR campaigns out in social media. Smart.

IBMers should not use these media for covert marketing or public relations. If and when members of IBM's Communications, Marketing, Sales or other functions engaged in advocacy for the company have the authorization to participate in social media, they should identify themselves as such.

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Some bloggers work anonymously, using pseudonyms or false screen names. IBM discourages that in blogs, wikis or other forms of online participation that relate to IBM, our business or issues with which the company is engaged. We believe in transparency and honesty. If you are blogging about your work for IBM, we encourage you to use your real name, be clear who you are, and identify that you work for IBM. Nothing gains you more notice in the online social media environment than honesty—or dishonesty. If you have a vested interest in something you are discussing, be the first to point it out. But also be smart about protecting yourself and your privacy. What you publish will be around for a long time, so consider the content carefully and also be judicious in disclosing personal details.

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Know the IBM Business Conduct Guidelines.

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If, after checking the BCG's, you are still unclear as to the propriety of a post, it is best to refrain and seek the advice of management.

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Some bloggers work anonymously, using pseudonyms or false screen names. IBM discourages that in blogs, wikis or other forms of online participation that relate to IBM, our business or issues with which the company is engaged. We believe in transparency and honesty. If you are blogging about your work for IBM, we encourage you to use your real name, be clear who you are, and identify that you work for IBM. Nothing gains you more notice in the online social media environment than honesty—or dishonesty. If you have a vested interest in something you are discussing, be the first to point it out. But also be smart about protecting yourself and your privacy. What you publish will be around for a long time, so consider the content carefully and also be judicious in disclosing personal details.

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Be who you are.

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The lines between public and private, personal and professional are blurred in online social networks. By virtue of identifying yourself as an IBMer within a social network, you are now connected to your colleagues, managers and even IBM's clients. You should ensure that content associated with you is consistent with your work at IBM. If you have joined IBM recently, be sure to update your social profiles to reflect IBM's guidelines.

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We believe in transparency and honesty. If you are blogging about your work for IBM, we encourage you to use your real name, be clear who you are, and identify that you work for IBM.

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Nothing gains you more notice in the online social media environment than honesty—or dishonesty.

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Use your own voice; bring your own personality to the forefront; say what is on your mind.

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consider the content carefully and also be judicious in disclosing personal details.

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The lines between public and private, personal and professional are blurred in online social networks.

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The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."

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"The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."

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Managers and executives take note:

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A public blog is not the place to communicate IBM policies to IBM employees.

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For IBM's protection and well as your own, it is critical that you show proper respect for the laws governing copyright and fair use of copyrighted material owned by others, including IBM's own copyrights and brands.

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Respect copyright and fair use laws.

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. You must not comment on confidential IBM financial information such as IBM's future business performance, business plans, or prospects anywhere in world. This includes statements about an upcoming quarter or future periods or information about alliances, and applies to anyone including conversations with Wall Street analysts, press or other third parties (including friends). IBM policy is not to comment on rumors in any way. You should merely say, "no comment" to rumors. Do not deny or affirm them—or suggest either denial or affirmation in subtle ways.

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You should never quote more than short excerpts of someone else's work. And it is good general blogging practice to link to others' work.

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You must not comment on confidential IBM financial information such as IBM's future business performance, business plans, or prospects anywhere in world. This includes statements about an upcoming quarter or future periods or information about alliances, and applies to anyone including conversations with Wall Street analysts, press or other third parties (including friends). IBM policy is not to comment on rumors in any way. You should merely say, "no comment" to rumors. Do not deny or affirm them—or suggest either denial or affirmation in subtle ways.

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If a client hasn't given explicit permission for their name to be used, think carefully about the content you're going to publish on any internal social media and get the appropriate permission where necessary.

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IBM's business performance.

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It is acceptable to discuss general details about kinds of projects and to use non-identifying pseudonyms for a client (e.g., Client 123) so long as the information provided does not make it easy for someone to identify the client or violate any non-disclosure or intellectual property agreements that may be in place with the client.

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You should merely say, "no comment" to rumors. Do not deny or affirm them—or suggest either denial or affirmation in subtle ways.

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Clients, partners or suppliers should not be cited or obviously referenced without their approval.

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Protect IBM's clients, business partners and suppliers.

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Internal social computing platforms permit suppliers and business partners to participate so be sensitive to who will see your content.

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If your blog is self-hosted, use your best judgment and be sure to make it clear that the views and opinions expressed are yours alone and do not represent the official views of IBM. Further, blogs, wikis, virtual worlds, social networks, or other tools hosted outside of IBM's protected Intranet environment should not be used for internal communications among fellow employees. It is fine for IBMers to disagree, but please don't use your external blog or other online social media to air your differences in an inappropriate manner.

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It is acceptable to discuss general details about kinds of projects and to use non-identifying pseudonyms for a client (e.g., Client 123) so long as the information provided does not make it easy for someone to identify the client or violate any non-disclosure or intellectual property agreements that may be in place with the client.

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. IBM's brand is best represented by its people and everything you publish reflects upon it. Blogs and social networks that are hosted on IBM-owned domains should be used in a way that adds value to IBM's business. If it helps you, your coworkers, our clients or our partners to do their jobs and solve problems; if it helps to improve knowledge or skills; if it contributes directly or indirectly to the improvement of IBM's products, processes and policies; if it builds a sense of community; or if it helps to promote IBM's Values, then it is adding value.

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This includes not only the obvious (no ethnic slurs, personal insults, obscenity, etc.) but also proper consideration of privacy and of topics that may be considered objectionable or inflammatory—such as politics and religion. For example, if your blog is hosted on an IBM-owned property, avoid these topics and focus on subjects that are business-related. If your blog is self-hosted, use your best judgment and be sure to make it clear that the views and opinions expressed are yours alone and do not represent the official views of IBM.

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Respect your audience and your coworkers.

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background information you choose to share about yourself, such as information about your family or personal interests, may be useful in helping establish a relationship between you and your readers, but it is entirely your choice whether to share this information.

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Further, blogs, wikis, virtual worlds, social networks, or other tools hosted outside of IBM's protected Intranet environment should not be used for internal communications among fellow employees.

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Further, blogs, wikis, virtual worlds, social networks, or other tools hosted outside of IBM's protected Intranet environment should not be used for internal communications among fellow employees. It is fine for IBMers to disagree, but please don't use your external blog or other online social media to air your differences in an inappropriate manner.

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. When you see misrepresentations made about IBM by media, analysts or by other bloggers, you may certainly use your blog—or join someone else'svto point that out. Always do so with respect, stick to the facts and identify your appropriate affiliation to IBM. Also, if you speak about a competitor, you must make sure that what you say is factual and that it does not disparage the competitor.

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It is fine for IBMers to disagree, but please don't use your external blog or other online social media to air your differences in an inappropriate manner.

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Add value.

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Blogs and social networks that are hosted on IBM-owned domains should be used in a way that adds value to IBM's business. If it helps you, your coworkers, our clients or our partners to do their jobs and solve problems; if it helps to improve knowledge or skills; if it contributes directly or indirectly to the improvement of IBM's products, processes and policies; if it builds a sense of community; or if it helps to promote IBM's Values, then it is adding value.

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If you make an error, be up front about your mistake and correct it quickly. In a blog, if you choose to modify an earlier post, make it clear that you have done so.

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Remember that there are always consequences to what you publish. If you're about to publish something that makes you even the slightest bit uncomfortable, review the suggestions above and think about why that is. If you're still unsure, and it is related to IBM business, feel free to discuss it with your manager. Ultimately, however, you have sole responsibility for what you post to your blog or publish in any form of online social media.

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When you see misrepresentations made about IBM by media, analysts or by other bloggers, you may certainly use your blog—or join someone else'svto point that out. Always do so with respect, stick to the facts and identify your appropriate affiliation to IBM.

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Don't pick fights.

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If you make an error, be up front about your mistake and correct it quickly. In a blog, if you choose to modify an earlier post, make it clear that you have done so.

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Ultimately, however, you have sole responsibility for what you post to your blog or publish in any form of online social media.

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You should make sure that your online activities do not interfere with your job or commitments to customers.

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Don't forget your day job. You should make sure that your online activities do not interfere with your job or commitments to customers.

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Don't forget your day job.

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