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Big Blue wants its partners to become social businesses, which it points out involves more than just having a Facebook page and a Twitter account.
To underpin its support for resellers it is offering worksjops and the prospect of one-on-one guidance from the vendor's social bueinsss experts.
IBM is also working with some customers to help them achieve the same aims of getting up to speed on what the vendor points out is one of the fastest growing areas of the software market.
"The opportunity to transform into a social business can be stunted without a focus on engagement, culture change and policy," said Alistair Rennie, general manager, social business at IBM.
"Social technologies, when combined with the right skilss and culture can truly unlock the potential of people within the organisation to collaborate, innovate, make smarter business decisions and ultimately drive their bottom line," he added.