A great piece by James Governor's Monkchips on the need of getting developers on the IBM Social Business Strategy and to have them build on and around the IBM Social Business Toolkit:
The problem is is that IBM is, as Alan Lepofksy says, so darned big. It is big. It feels big. its hard to navigate around. But developers don’t like stuff that’s hard to navigate. Developers want easy to navigate, with no barriers to entry. Developers don’t press buttons to call salesmen. Developers don’t register their details to download white papers. Shit – developers don’t even read white papers.
...So what does IBM do? Create a new brand- IBM WebStack say? Does it go with a functional description – The Social Business SDK?
The problem as I see it is that developers don’t see themselves in those terms. You’re not going to hear one say: “I am a social business developer.” A social business consultant perhaps – there are, and will be, no shortage of those. But developers are going to build the new world, and IBM needs to court them in language they use.