IBM's "Social Business @ IBM" program aims at getting the company to embrace internal social networks. The company says hundreds of thousands of its employees use various social tools, and it aims to get 50,000 employees to experience the program this year. The program "resulted in an increased seriousness internally on working with our customers to create solutions for them and, importantly, an increased seriousness in the way [people] regard participation in social media," says IBM's Ethan McCarty.

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