Happy 100th IBM – and a One Word Lesson for Social Media

Image representing IBM as depicted in CrunchBase

Image via CrunchBase

Light the candles (and notify the Fire Marshall) on the cake and sing “Happy Birthday” to IBM as it celebrates its 100th birthday. Despite its many technological accomplishments including the revolutionary punch cards; electric typewriters, mainframes and personal computers, its most significant contribution to social media use may be its iconic company slogan — “THINK”.

On June 16, 1911 four companies merged into the Computing Tabulating Recording Corporation in Endicott, NY creating one of the great American corporations, renamed in 1924 as International Business Machines, IBM. Three years later its iconic leader, Thomas J. Watson, instituted the one-word slogan that both encourages and cautions – THINK.

And that’s the social media lesson for brands and individuals today. Before you send that photo… before you post that angry rebuttal… before you denigrate others (no matter how well deserving)… before you tweet that knee-jerk reaction that , at the time, you are sure is justified… THINK.

Think about how what you send may be received. Think about how what you say can be interpreted. Think about whether what you are about to do maintains accuracy, integrity or transparency — or — just lowers you to the same level as the muckrakers and mudslingers.

Too often, brands have been tarnished, careers ended or major revenue lost, due to the failure to employ a “digital count-to-ten” before publishing on the Web.

It’s not enough being right. It’s not enoughbeing technically correct. In social media, as in all marketing and indeed much of life itself, it’s all about how what you do is perceived. So before you post, tweet, like or digg…

About Ron Casalotti
I am part of that lucky generation that started out when watching TV meant choosing from three networks, three independents and PBS. Now, I work in new media for businesses and organizations - but these thoughts are my own.

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