You are more than a pretty Facebook profile

We are in the midst of a social revolution. Sometime just last week sending an e-mail became a quaint thing to do. Resumes and cover letters? Why bother? Everything we need to know about a person’s work history is right there on LinkedIn.

New words are being invented to describe the changes in our values and social interactions. For instance, what does “going viral on YouTube” really mean? Can you shuffle a Tweetdeck? Is it legal to smoke a hashtag?

The current social theory is based on the following premise: “I Twitter, therefore I am.” The corollary to this theory is that if you don’t join the movement you will cease to exist.

Is it necessary to embrace social networking? The short answer is of course not. There are millions of people who completely avoid the online scene and lead happy, successful lives.

But there are some real advantages to using social networking for job searching or ongoing professional development.

For instance, did you know that many large organizations do all their recruiting directly on Twitter? So, even if you are a staunch dissident or simply a leery late bloomer, you may want to consider dipping your toe into the world of Web 2.0.

Facebook has the largest following with over 500 million registered users worldwide. LinkedIn boasts 75 million users in 200 countries. Executives from virtually every Fortune 500 company have LinkedIn accounts. In June, Twitter announced that the service now attracts 190 million visitors per month and generates up to 65 million tweets a day. And don’t forget about You Tube, MySpace, Tagged, Yahoo Groups and the thousands of other social networking sites that engage millions of people on a daily basis.

Start slowly

Find the online networking tool that matches your style, industry and goals. LinkedIn is often viewed as the tool of choice for professionals. It is almost to the point where a businessperson needs to be visible on LinkedIn or an assumption is made that something is wrong. Facebook is geared toward social interaction, but many entrepreneurs use it to expand their networks, promote events, or market products and services. Twitter is touted as a rich resource for journalists or public speakers.

These are broad generalizations so research the best venue for your professional needs. Get comfortable and proficient using one site before joining another online community. Being all over the place in a haphazard fashion does not send as strong a message as being a recognized and knowledgeable participant in one particular online scene.

Personal branding, identity management

People who suddenly find themselves out of work spend quite a bit of time setting up their profiles and building a network. Given that all jobs are, in essence, temporary and that career advancement is an individual’s responsibility, it makes sense to view social media as an important life skill versus a job search tactic.

Keep in mind that social networking is not a passive activity. It is not about setting up an account and then sitting back and waiting for opportunities to land in one’s lap. It takes time and commitment to create a polished profile, build and maintain a network, engage in online discussions, post relevant information and stay on top of inquiries or requests you receive. Developing a compelling personal brand and then managing one’s online identity is an interactive and ongoing process rather than a one-time action item.

Authentic promotion

What goes out on the World Wide Web becomes a permanent part of our online image. This includes the people in our networks, the groups we join, blog content, recommendations we make or receive and photos we post, as well as the words, images and tone we use online. The permanence and interconnectedness of the Internet should make us think twice before we post anything unbecoming or potentially detrimental to our reputations. We also need to avoid presenting an overly whitewashed image.

Authentically communicate who you are, what you believe in and the value you provide. What is the point of painting a bland image or playing it so safe that you fail to make any impression at all? Being real may cost you some opportunities, but it also ensures that you will attract the right kind of attention and interest.

Maintain the human connection

Social networking is a great way to build community and share ideas. But spending too much time online can lead us to see people in limited bits and pixels. We are so much more than our profiles or the number of contacts we have. Sending out ultra-clever tweets or having a knack for self-promotion does not necessarily translate into being an excellent employee. And we all know that a company with a glowing online presence doesn’t always turn out to be a great place to work. So much of what we find online is spin posing as reality. Embrace technology but embrace real people even more. Don’t let online networking replace real-time human interaction. Meeting someone face to face offers a much richer experience than simply being friends on Facebook.

Social media is more than a fad. The sheer speed at which social networks are growing is astounding. There is no denying that social networking offers an unbelievably rich amount of information and an unparalleled opportunity to build connections. Do we have to embrace social networking in order to ensure that our careers flourish and we don’t wither into extinction? Perhaps the only way to find out for sure is to send out a Tweet. Surely someone out there knows the answer. Do you Digg me?

Carrie Pinsky also writes the Career Enthusiast blog at www.ncbr.com.

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