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Carter was ranked in the Top 10 Women in Social Media list by the Altimeter Group and Fast Company's Most Influential Women in Technology. The technology industry has also recognized her success with using social to drive business. Other than her mantra, "it's about people, not about technology", Carter's inclination toward making connections with others is evident from her extensive-and intensive-use of social media which she described as "addictive". It was a matter of choice, between technology and business, said the self-confessed "geek girl" who is fluent in eight programming languages. She went on to earn an MBA from Harvard, though she was accepted into Massachusetts Institute of Technology for a PhD in computer science. The experience gave her the know-how to help boost Big Blue's foothold in a market that analyst firm IDC estimated to be worth US$200 billion.Ī tech veteran with over 20 years in the industry, Carter joined IBM after graduating from Duke University with a Bachelor of Science degree in math and computer science.
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Having experimented with social media and seen it yield positive business outcomes, Carter believes that while social enterprise tools optimize revenue, efficiency and cost reduction, social business-and its success-is ultimately about people and culture, not technology.Īlthough she was put in charge of IBM's newly-formed social business division only in January this year, Carter is no stranger to social having used these tools in her earlier positions within the company, which included being vice president and general manager for software group, business partners and midmarket, and chief marketing officer for SOA and WebSphere. Newsmaker By unleashing itself into the social realm, IBM gained a face, a personality and was ranked second best brand globally, according to Sandy Carter, the company's vice president of social business sales and evangelism. Ukrainian developers share stories from the war zone Linux distros for beginners: You can do this! Got questions about crypto? Ask the Coachįor Mom: The best flower delivery services How ransomware attacks threaten our food supply