Christopher Leger

The Journal of the American Medical Association has recently published a study on Medical School student’s use of social networking that gives a general warning about social networking that all professionals should heed. The study found that 60% of medical students used social networking unprofessionally, including unprofessional language, suggestive photos, or discriminatory language. There is little real information available regarding the repercussions of acting unprofessionally online, and in the information age, sullying your personal brand may have larger and longer effects than we can currently envision.

This warning should not necessarily mean shunning social networks, but instead give all social network users an opportunity to create and foster an online reputation strategy. Treating social networks as an opportunity to put your best foot forward should serve you very well in building goodwill and demonstrating your value and expertise. Social networks are valuable because they are a two-way street; by giving the best parts of you, you will get that and more from the people in your networks. I have created a few guidelines that I have used to navigate the world of social networking, and hopefully give you a roadmap to managing your own online reputation.

First, and most importantly, you must be cognizant of your professional life, and understand that what you put online is viewable by everyone in the world, including your employer and future employers. This idea seems to be lost on too many people, who think that the sheer number of people online somehow shields them from view. It is obvious that to stumble onto a specific one of over 300 million Facebook profiles would be very difficult, however it is very easy to find someone if you are looking for them. No matter what your profession or status, people will be looking for you, and what they find will be a major help or hindrance if you let it.

How you show up in a simple Google search is probably your most important way to impact how people get to know you online. Setting up a Google profile and a blog under your name is the most effective way to “own” your name online. Google guarantees your profile page will show up on the first page of searches for your name, and this page can link to as much other information online as you choose. A blog will let you develop your expertise in your chosen line of work, and show off what makes you a unique and interesting person. It is important to realize that this information is your “public face” that you are putting out into the world with no restrictions, the internet equivalent of a gigantic billboard, so only put your best foot forward and be honest and sincere in depicting who you are and what you have to offer.

Social networks can be a a great tool for you if you use them properly. For myself, I currently use Twitter and LinkedIn professionally and Facebook for friends and family.

Twitter has a very active community in almost any profession, and gives you an opportunity to learn in real time what news and developments will affect you. In the legal arena, there are thousands of practice-specific users and hundreds of jurisdiction-specific users. Picking the right users to follow out of these will give you a broad view of what is important and current in your field. Additionally, there are millions of users that are sharing information about gadgets, shopping, or any other hobby under the sun. Following a broad scope of users that reflect your interests and goals will quickly put you right into the thick of new developments most relevant to you. Because of the sheer amount of users on twitter, I recommend following blogs that you already know and are interested in, non-profits in your profession, and stay away from the mundane yammering that can make Twitter seem useless. Often, users recommend to their followers new people to follow, and you will soon develop a unique and useful list of people that will funnel you the most timely and interesting news and information. Finally, I recommend not being a Twitter wallflower. Let people know when you find interesting and informative news, and be as much news maker as a consumer. Remember: your Twitter feed is public, and should only reflect the person you want to be seen as professionally.

LinkedIn is a networking too that I use to aggregate my professional network. Keeping in touch with professional contacts, especially with the current bout of layoffs, job changes, and the like, is a daunting task, but LinkedIn makes it easy. It is often said that it is not what you know, but who you know that makes the difference, and being able to quickly and easily contact the right person may make all of the difference in the world. Too often, a business card is the end of a professional contact, but with LinkedIn, you can keep these professional contacts in the loop about your projects and status, and they may be able to secure you new clients, contacts, or employers. There are also many profession, alumni, and location related groups, many of which offer opportunities to meet and network with other members in real life. These contacts could prove invaluable to your professional development and career growth.

Facebook is where I keep my personal friends and family abreast of what I am doing and news in my life. It is an extraordinarily effective method of letting the people you care about know a bit about how you are doing. Obviously, we all have friends and relatives that we don’t talk to often enough, haven’t seen in years, or lost their contact information with no way of getting it back. With a more mobile society, it is hard to keep track of friends that have moved halfway around the globe, changed careers, or just simply lost touch with. Hearing about these people’s babies, birthdays, and trials and tribulations make you realize why they were so important to you and gives you an opportunity to send them a note or give them a call. It has honestly amazed me how many friends I have reacquainted with over Facebook, friends that without Facebook, I may have never seen or talked to again. Facebook is a great arena to let your personal life shine through your professional life, but be warned that there still are many professional considerations. I strongly discourage friending anyone that you are not a friend with in real life. Facebook is not necessarily the proper venue to meet strangers or socialize with supervisors. By having an alternate network, such as Twitter or LinkedIn for these interactions, you can more tightly control how individual people can view and interact with you.