How to Use Social Networks to Build Your Online Presence
From Building a Solo Practice: In a recent article “Beware the Land Mines on the Internet” in the Boston Globe, author Ellen Goodman discusses two bloggers, Amanda Marcotte and Melissa McEwan, who were hired by the John Edwards campaign only later to resign from the campaign because their personal blogs were controversial and created a “controversy-averse” political campaign to feel slightly discomforted.
This article reminded me of a recent discussion on a listserve discussing whether there was value in participating in the “social networks” such as LinkedIn, Naymz, Squidoo and others which have powerful search engine optimization (SEO) and will position the profile you design on the first page of any search. (If you google my name with quotations you will find my profile in Naymz in the right side bar under sponsored links.)
The reality today is those under 30 use the internet for everything, job searches, dating, education, MySpace exhibitionism, blogging, discussion groups on a myriad of topics. Their whole life can be found on the internet including unfortunate spontaneous thoughtless moments when they were less conscious of the long term effects of their internet forays. Kind of scary in a Big Brother sort of way.
However, in that regard the 30 plus crowd has an advantage…….
…….because they were more circumspect with what they posted, they had sowed their wild oats long before they started consciously marketing themselves or their businesses on the internet yet they are the ones who will be judging you.
Today, most people will search for you on the internet to gather information. The internet doesn’t forget and it never forgives..but it can be controlled. How? Seldom will those searching for you go past page two or three in their search.  By creating profiles in all these “social networks” you can control the sites and profiles which appear first in a search and the profiles you want your potential clients to see when they search your name. It will push older “indiscretions” or less flattering items associated with your name further down in the search and hopefully go unnoticed by potential clients.
When creating these profiles the information you provide needs to be consistent and verifiable or you will be outed and flayed. Best to be transparent so what is discovered (if discovered) is a non-issue. Transparency, by the way, is not about giving intimate information about yourself; it is being honest about your work background and experiences so nothing can come back to haunt.
Also, if you have a more common name and when you search you get others with your name, especially those who you would not choose to be associated with, consider using your middle initial or hyphenated married name to distance yourself from others. (Think of Howard Stern and Howard K. Stern, Anna Nicole’s husband.) For instance, in Connecticut there are actually two lawyers named Susan Cartier. I now go by my married name, Susan Cartier Liebel.
It pays to participate in LinkedIn, Facebook, Squidoo, Naymz and others just to have the power of their search engines getting your name and professional profile high on the leading search engines precisely for this reason. The other benefits derived come from the social and professional connectivity you can enjoy in these social networks.
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