Anders Quitzau discusses IBM's use of social media and collaborative innovation. IBM embraces open innovation by partnering with clients, employees, and external communities. Methods like Jams and Innovation Hubs leverage social networking tools to generate ideas from diverse sources. Technology Adoption Programs then test and implement top ideas. Younger employees expect flexible, mobile work and collaboration across boundaries. Social business practices are changing how IBM innovates by connecting global networks of people inside and outside the organization.