It’s one thing to make a conscious decision to do the social equivalent of the Full Monty: after all, your social profile will be vetted thoroughly by most HR departments before you ever sign a contract, so why not make it explicit? Share everything in one spot and make it easy for potential employers to get to know the real you.
But, if you run your full Twitter stream on LinkedIn just because the functionality enables it, then you may want to consider doing some social redressing.
Know Your Channels
Just as television networks target certain demographics – Spike programs for young men; OWN and Lifetime seek female viewers; if ESPN doesn’t offer enough of the sports you like, there’s always the Golf and Tennis channels – social media channels serve different purposes for different audiences. (That’s why there’s so much discussion about the number of women who use Pinterest: it makes the channel a highly targeted way for brands to reach that demographic.)
Check out this interesting view from Brian Solis of the vast spectrum of social media channels and who they’re targeting.
LinkedIn is a bit unusual among the social channels because it focuses exclusively on your professional profile. Sure, you may have created a blog to showcase your professional expertise, but blogs don’t have the same capacity for professional networking and being spotted by headhunters. Likewise if you’ve shared your profile on the website of a professional organization that you’re a member of, you’ll be able to share within the organization, but it’s harder to network these profiles beyond the group’s members.
Channels like Facebook, Twitter, Pinterest, MySpace, and Orkut are far more social and casual than professional in nature. You tend to let your hair down in these settings, share opinions (sometimes regrettable ones) and photographs (ditto), swear, diss other people’s favorite bands, and sometimes even log on from places like bars or the Superbowl to write updates that demonstrate, perhaps, a propensity for imbibing intoxicating substances.
You Can Leave Your Hat On
Sure, you’ve heard all the warnings about drunk-tweeting or putting Saturday night’s party pictures on Facebook. My point is that different channels require different levels of social behavior. You wear your friend (or sister/
brother/cousin) hat on Facebook; on LinkedIn, you put on your business hat. It’s the digital equivalent of dressing up for an interview.
Unless you’re using the other social channels exclusively for business, and your only social profile is professional, then beware the convenience of linking accounts. You may reveal far more than you intended.
What’s at Stake?
You say something that a potential employer doesn’t like – and you will never know why you didn’t make it to the first, or next, round in the hiring process. You simply won’t get a call back about that dream job you wanted.
You say something negative about your existing company – and find yourself being reprimanded (worse, fired) for violating the company’s social media policy.
Your network tunes you out – and Unconnects you – because your Twitter feed clogs their Updates stream – you become the social version of spam. LinkedIn now allows you to anonymously Unconnect from Connections, which means you may already have reduced your networking options without even realizing it. Keep spamming them and see how your professional network shrinks.
You risk looking like you don’t understand the purpose of LinkedIn – which is unfortunate for anyone in any field, but especially so for communications, PR, marketing, advertising, and social media professionals. The better you understand the purpose of the social channel, the better it will work for you in reaching the people you most want to connect with.
You show the world that you don’t understand how to use LinkedIn – because there is a way to connect Twitter and LinkedIn without going Full Monty. If you decide to add your Twitter account to your LinkedIn profile, make sure that you click the option to “Share only tweets that contain #in.” As The B2B Social Media Book notes, “although it can be easy to forget to add the #in hashtag, it’s better than the alternative of posting too many irrelevant updates to your professional network, which could easily overwhelm your connections.”
You miss real opportunities to share your expertise on LinkedIn and network in a professional realm – using the Share an Update feature or within LinkedIn groups, which offer you options for starting a discussion, asking a question, or creating a poll. Like all the other social media platforms, LinkedIn has its home-grown methods of sharing, and one of them involves answering questions and professional knowledge-sharing within groups. This is where you truly network with people beyond your existing network, show them you care as much about helping them as promoting yourself, present yourself as a seasoned professional with excellent advice, and look like someone that other professionals might want to work with in the future. Don’t forgo the networking opportunities of LinkedIn by relying on a one-way blast of tweets intended for a different audience.
You look like you spend more time on Twitter than you do on your real work – and that’s the most important stake of all. Being on Twitter may be part of your job requirements; you may be a freelancer, using it to promote your work and attract new clients, but if your LinkedIn network – and the headhunters who search that network looking for good job candidates – don’t know that, your constant stream of tweets may look more like play than work.
So be your best professional self in a professional networking channel like LinkedIn and consider, in all those other social arenas, that your social self may need to be somewhat more guarded than your real self. Perhaps treat social channels like a PR or marketing person does the media. To excel in those fields, you’re always “on,” always playing the role of brand or company representative, and you never let anyone sneak a peek behind the curtain.
Be a professional spokesperson for yourself in social channels, and you may find far greater social success the less you reveal.
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