If IBM, the end-all/be-all of computing as we know it (more or less) thinks social networking is important, then darn it, it is important.

Small note before continuing: Back in my days as just another white-shirt in Corporate America, I witnessed proper implementations of Lotus Notes. When configured correctly it is an outstanding way to do communication in a business environment.

The guys and gals at Big Blue have been staying in the game by putting in tools that enhance what Lotus does best – group communications. If you want to get the scoop on the particulars, CBR has a good write-up on it.

What’s important about the social-network-specific features is that they in fact do improve an already outstanding product. Atlas, for example, better allows for sharing ideas thru more genuine communication rather than mass e-mailing just another pie chart or bar graph in a broken separated way.

Why does any of this matter? Why is this news at all?

The answer is that for anyone that thinks social networking is just another internet fad, you’re flat wrong. The fact IBM has developed and continues to develop specific social technologies in big-name group software cements the idea of social networking fully.

When big-biz says "Hey, that’s a good idea" as IBM has, that’s all the proof you need that social networking isn’t just another "internet thing". It is without a shadow of a doubt a proven true method of business.

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