Is it just a marketing veneer or is IBM really getting serious about integrating the social Web into its enterprise content management stack?

Yesterday, Big Blue released details on how its collaborative toolsets help companies prepare for Web 2.0 and previewed an integration between Lotus Quickr and its FileNet P8 ECM platform. This is good news for FileNet clients as it appears their ECM repositories might get a Web 2.0 facelift, bringing better collaboration to often siloed islands of information.

Part of the foundation for its Web 2.0 strategy is Lotus Mashups, Web-based capabilities that make it easy for companies to assemble and publish mini-applications in real time.

And in true Big Blue style, IBM is ready to enter the building and take the business. It has positioned Global Services to capture the projected demand for enterprise 2.0 solutions and social networking with the launch of specialized consulting services.

According to the release, it will focus on emerging technologies like social computing, SOA, and the 3-D Internet to improve business performance.