IBM wrote their social computing guidelines in 2005, focusing them on what they wanted people to do, as opposed to what they wanted to avoid. The result? Two revisions, the largest corporate presence on many social platforms, and a more efficient approaches to designing products, taking those products to market, and supporting them. Measurably so: for instance, IBM’s social business activities have translated into 11% more sales opportunities and 26% greater close rate. Ed Brill, Director of Social Business for IBM and author of the new book Opting In, tells us more.