What a difference a couple of decades makes. Today IBM is one of the most prominent adopters of social media. Here are the numbers on usage of different tools by its 400,000 employees:

• Internal blogs: 17,000
• Members of the Beehive social network: 60,000
• Daily page views on IBM’s internal wiki: 1,000,000
• Participants in its four Innovation Jams: 500,000
• IBMers on Twitter: 3,000
• IBMers on Facebook: 52,000
• IBMers on LinkedIn: 198,000

Big Blue applies social media both to internal and external communications. Because more than half the employees work outside of a conventional office, media like blogs and podcasts have become essential elements for tying teams together on projects.

Adam Christensen is Social Media Communications Manager at IBM. In that capacity, he helps define policies and best practices for dissemination across IBM’s global workforce. Not surprisingly, he’s also an active blogger, tweeter and member of multiple social networks. He tells David and Paul how IBM’s embrace of social media is opening up the company and making it more efficient.

Audio link (right click to download)