The day I deactivated my Facebook account, I was filled with angst—I wondered how I would fare without being able to follow my friends’ every move with the click of a button. Slowly, I received messages from friends wondering why I deleted my page—my answer, in all its simplicity, got me thinking. 

I had temporarily closed myself off from social media in the hopes of finding employment, but one may ask, what does finding work have to do with my Facebook page? Everything. A study conducted by Harris Interactive in 2009 revealed that 45% of employers were using social media outlets to screen job candidates, and that number was up more than 22% from the previous year.  

I know you must be thinking…What did she have on her page that would be bad enough for her not to get hired? Truthfully, there was nothing special about my Facebook page, and that was the problem. The people I interact with on social websites are all people who know and understand my personality, but to an employer my interests are just like those of the next candidate. Individuals are not the only ones impacted by this, as more and more consumers are tuning out from marketing ploys because they are bombarded with the same messages whenever they turn on the radio, TV and computer. In a society driven by creativity and uniqueness, can an individual or company afford to present themselves just like their competitors?  

It is not only individuals who use social media outlets as windows to a world of high speed interactions -- most businesses are using these sites to strengthen their brand recognition within their market. However, a big problem organizations are facing is that they are not conveying their message properly and consumers easily become disinterested. Individuals and corporations both fall victim to the idea that any post, blast, tweet or update is positive for their image, but in reality it may just confuse people about the ideals and values that signify who they are and what they stand for.  

If companies want to successfully use social media to interact with their clients, and individuals like myself want to find a job that fits their personality and ideals, than maybe they should step away from the keyboard and come back once they know who they are and how they want to sell themselves. Professionals make the most of social media to promote themselves. The same rules apply to individuals who desire to promote their own personal brand. The lessons are universal. Remember, your expertise is just another commodity or product that a potential customer, i.e. your next employer, is looking to apply to help their bottom line. Understanding how to BEST market that personal brand message using new, more effective techniques like social media will put you ahead of the competition. 

It is impossible to make yourself heard if you have not found your voice.. Listen to the marketing experts. They can help demystify social networking for you and unlock new insights into how to promote your personal and professional brand using a variety of networking channels.