 Live from Las Vegas, Nevada, it's The Cube at IBM Interconnect 2015 brought to you by headline sponsor IBM. This is Arianna Grado here tuning in from Las Vegas, Nevada. I'm here at IBM Interconnect with Mark Buhlander, an IBMer and we're here talking about social media for business. So Mark, can you tell us a little bit about yourself and what you do in your realm in IBM? Sure. I'm a software client leader and I'm based in Chicago and my responsibility as I call on large enterprise accounts in the Chicago area with driving the IBM software strategy overall. So if you think of any piece of IBM software, I have responsibility for driving that into the accounts we're calling on. Great. So how do you think social media could impact your business and affect how IBM works with their customers? It's new ways of getting interactions and relationships with customers that we just haven't had an opportunity to do before social media. So what I try to do is I try to take social media concepts, try to understand my customer and do things that create a different level of interaction with them that really wasn't available prior to Twitter and LinkedIn and the like. That's great. And what are some new ways to engage with the crowd and your customers through social media? Well, if you take this IBM Interconnect conference as an example, there are a lot of customers that haven't been able to make it here. So there is an application. We have internet, it's connected to go or... Sorry about that. And what I've done is I've actually used Twitter to interact with a number of my customers that have not been able to come here to sign up and see the different things that are going on and I think it will help drive some opportunities. Yeah, definitely. There's a lot of action on Twitter right now through the hashtag IBM Interconnect, so we're seeing a lot on that. And what does join the conversation mean to you? So I think it's an opportunity to have other individuals that aren't necessarily up on stage to interact with folks, executives and customers and thought leadership that you otherwise would not have had an opportunity to do so and I think it just provides an opportunity for better insight into what's driving customers and relationships and the things that are important to them from a business perspective. Great. So IBM's known for being forward thinking. Do you have any things off the top of your head that IBM is doing that's kind of new and engaging with the crowd through social media? So you've heard this hashtag new way to work and that's been a big driver with an IBM and part of that's going to be through the delivery of a product called IBMverse and it's going to take this whole concept of email as you know it today and allow you to interact with both people that you deal with within your own company and outside in ways that you've never been able to before. Things like integrating Watson technology analytics to prioritize your calendar, prioritize the relationships that you have and when IBM says it's a new way to work it truly is and I would encourage anybody that has an opportunity to be an early adopter of verse you will be very pleased to have done that. Sounds like a great tool. Last question. Any recommendations for a company to give their employees to interact with their client town their community through social media? So I found for people that are just starting out doing social media and is that kind of what you meant from a question perspective? So I find Twitter and LinkedIn to be very powerful tools but what you really need to do is you need to create context in the relationships that you're trying to make. Don't just push information out that is one-sided or directed at something that's going to just benefit you. Try to have open-ended conversations with your customers that create new opportunities for you to understand their business. Awesome. Great tips. We're so excited to have Mark Beulander here and I'm Ariana Grado signing off. We're on the Cube.