Social Networks and Small Business: Do they mix?

So many people ask us about the different social networks; which is the best? Which one is more business focused? Why bother? ….the list goes on and on. If you read anything related to technology today you hear something about Facebook and MySpace and/or the terms social networking and social media.

At the very base level these are all relationship based rolodex sites. Which translated means, you build a profile for yourself, your rolodex card, and then you connect with others on the site; effectively passing out your card. For business purposes unless you’re in the entertainment business, just don’t worry about MySpace. Facebook is a more upscale version of MySpace and therefore lends itself to being used by more people in the general workforce. However, as your workers’ age decreases, the likelihood of them using MySpace increases. At the top of the social networks from a business value standpoint is LinkedIn.

So let’s talk a little about the differences between Facebook and LinkedIn. There are several key differences in these sites and it’s important to understand them so that you can leverage them safely and effectively.

1. Publicity
a. Facebook is closed to the search engines like Google. So this means that out of the gate any information besides your name and city or region is not visible to anyone you have not accepted as a “friend” in Facebook. This is great for privacy, but not great for publicity until you have a large network of “friends” who you can then blast with messages.
b. If you have a profile on LinkedIn and someone Googles your name it is very likely that your LinkedIn page will appear in the first few results if not first. Many people now use this as their primary resume’ and often employers look for a candidates LinkedIn profile as a matter of qualification.

2. Value
a. Facebook has a lot of value for connecting you to your classmates (it was originally only for college students) and current friends. So if you don’t mind pumping your family and friends for business then Facebook can really deliver in terms of value, because most people’s “friends” on Facebook are the result of some other time put into the relationship.
b. LinkedIn is about a professional display of your work and work history. There are options to tell the world that you are interested in hearing about jobs, advice, business opportunities, etc, as well as spaces for recommendations from vendors, co-workers, or any other LinkedIn member.

3. Risk
a. Facebook presents the challenge of using typically personal relationships to further your business. Some feel that is presumptuous, or tacky, others don’t mind, but tread that path carefully.
b. Because of LinkedIn’s prominence in the search engines if you have a profile on the site you need to be sure it’s updated because people will find it. If you aren’t willing to keep it updated then don’t even sign up. Recruiters, vendors, business partners, employees will most likely look you up.
One of the best ways to summarize the difference between Facebook and LinkedIn is this:
Facebook is happy hour where you let your hair down a little and have some fun, but can talk business if it comes up. LinkedIn is a power lunch, focused on determining if you are valuable or qualified to help whoever may be looking at your profile.