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"A few weeks ago Seth Godin published "The Circles of Marketing," in which he rightfully opined that marketing is not buzz or followers, but an entire ecosystem surrounding the product itself. Intrigued, I began to consider how The Circles of Marketing could be modified for nonprofit social media marketing. My version, the Circles of Nonprofit Marketing, is the nonprofit marketer's iteration, beginning with The Cause."

"As it turns out, its decentralized social media approach is another milestone in the company's history-driving unprecedented collaboration and innovation. IBM lets employees talk-to each other and the public-without intervention. With a culture as diverse and distributed as IBM's, getting employees to collaborate and share makes good business sense. "We're very much a knowledge-based company. It's really the expertise of the employee that we're hitting on," Christensen says. No Policing IBM does have social media guidelines. The employee-created guidelines basically state that IBMers are individually responsible for what they create and prohibit releasing proprietary information."