I sat down with Kat Mandelstein after her session at Social Media Masters, New York, and had a great conversation about her work at IBM. 

Her actual title couldn't even fit on the screen, since she is world-wide marketing director of several specific areas. But in a way that typifies the IBM approach. The job of building relationships with customers takes hands-on focus and knowing a customer's needs and desires. And it takes an organization that is dedicated to making these details a reality.

I think you'll really like what Kat has to say. It's a brilliant picture of what I've been espousing much as of late: Social media is not just a marketing tactic, but a business operations mandate.