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If you're encouraging your employees to participate in social media, why don't they? And when they do, how can you increase the odds that they'll do it well? We’ve learned that social media is just one dimension of a social business. It's not simply about the platforms you use, but the employees' voices you amplify, the motivations you create, and the policies and systems that support the recruitment and training of social media savvy employees. We know that the value comes from providing authentic human interactions in the digital space, and we have some ideas for how to do it. In this session, you will learn:

• How to articulate a digital strategy and build a social digital strategy team to drive it.
• What skills are needed to build a social business-enabled workforce.
• How IBM developed a social business governance system with participation from legal, communications, marketing, HR and CIO.
• How IBM's Digital IBMer Hub and Forward Thinker expertise location systems support its digital strategy, and the behavior and cultural changes underlying it.

Ben Edwards, vice president, digital strategy and development, at IBM, leads the design and development of branded IBM experiences across digital media to connect and mobilize clients, partners, employees and the communities in which IBM does business. These experiences span websites, Web applications, mobile applications, social media and cloud computing interfaces.

Connect with Ben on Twitter.