Humanizing Internal Crowdsourcing Best Practices

Abstract

In its short life, the concept of crowdsourcing has been applied in practice to attain various outcomes, such as business goals, innovation processes, social justice, democratic participation and environmental activism. One of its value-adding applications in the business area involves recruiting organizational members to participate in problem-solving activities. However, because this situation could be perceived as a new job parcel involving complex human relationships governed by a values loophole, the need to improve understanding on how to manage this practice optimally remains. By focusing on how value is created through social aspects and how such practice can be optimally managed, this chapter identifies crowdsourcing as a new type of organizational value created through human relationships inside business organizations. More importantly, this chapter uses the case of IBM to explore how this online relationship can be adequately articulated to avoid counterproductive behaviours by internal crowd participants. A proposal of best-practice principles for corporations interested in addressing this business practice in a more humanizing way concludes the chapter.

Annex I: Current and Official IBM’s Social Computing Guidelines

• 1. Know and follow IBM’s Business Conduct Guidelines.

• 2. IBMers are personally responsible for the content they publish on-line, whether in a blog, social computing site or any other form of user-generated media . Be mindful that what you publish will be public for a long time-protect your privacy and take care to understand a site’s terms of service.

• 3. Identify yourself-name and, when relevant, role at IBM—when you discuss IBM-related matters such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.

• 4. If you publish content online relevant to IBM in your personal capacity it is best to use a disclaimer such as this: “The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions.”

• 5. Respect copyright, fair use and financial disclosure laws .

• 6. Don’t provide IBM’s or a client’s, partner’s or supplier’s confidential or other proprietary information and never discuss IBM business performance or other sensitive matters about business results or plans publicly.

• 7. Don’t cite or reference clients, partners or suppliers on business-related matters without their approval. When you do make a reference, link back to the source and do not publish content that might allow inferences to be drawn which could damage a client relationship with IBM.

• 8. Respect your audience. Don’t use ethnic slurs, discriminatory remarks, personal insults, obscenity, or engage in any similar conduct that would not be appropriate or acceptable in IBM’s workplace. You should also show proper consideration for others’ privacy.

• 9. Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.

• 10. Spirited and passionate discussions and debates are fine, but you should be respectful of others and their opinions. Be the first to correct your own mistakes.

• 11. Try to add value. Provide worthwhile information and perspective. IBM’s brand is best represented by its people and what you publish may reflect on IBM’s brand.

• 12. Don’t misuse IBM logos or trademarks and only use them if you have the authority to do so. For example, you shouldn’t use IBM in your screen name or other social media ID.