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I had a call recently with IBM Lotus's Heidi Votaw, Program Director for Social Computing Software; and Jeff Schick, VP of IBM WPLC Social Software. Both are presenting at Enterprise 2.0 in a couple of weeks, and if you'll be at the show, I recommend you attend their sessions and/or try to meet with them at the IBM booth. I've long felt that IBM is the leading vendor for enterprise social networking technologies, and the demo I just got only strengthens my opinion.Today, more than 500 companies are using profiles, wikis & blogs, bookmarks and other tools to change the way they do business. One of the more interesting things is how varied the use cases are--everyting from outbound customer service to internal project work and strategy sessions. As a result, the demand for social networking tools is coming from everywhere and anywhere within an organization--not just IT, but HR, LOBs, and the executive suite. That can pose a challenge the vendor sales teams, which may not know who to approach with their technology, but it also delivers opportunity. Creative thinking and business knowledge can do more than get you in the door--it can get you the deal.