I get asked this question a lot. Plus, more specifics ones like:

• Do people care about my new baby niece?
• Do I want people to see the pictures of my vacation?

I’ve even heard people say “I have two accounts. One for work, one for personal.”

With all due respect, you are cutting yourself off at the knees.

Yes, you need to protect your micro-brand We have established that. So, if your vacation pictures have you cavorting with drug dealers then, you are probably right.

On the other hand, it adds personality to your profile. While I many not care about your baby niece (well, I love babies, but you get me), it is not something that is going to make me say “I can’t work with this person” or “I don’t respect this person.”

But, more importantly, let’s think about the idea of two accounts.

The idea of social networking is that you can build and cultivate connections with your immediate network. Then through those connections, you will be introduced to other people who, in some way, will add value to your life (be it personal or professional interests).

And, my friends, here is the KEY POINT. You have NO idea who your network knows.

You don’t know where that next connection is coming from.

So, why would you say to your personal friends (basically) “your network can’t help me grow professionally.”

And to your business contacts, “your network can’t help me grow personally.”

Here is my story to prove the point.

A few weeks ago, I get a note via Facebook from Jules. that has a subject line of “Hi.”

It read:

stumbled across your blog and enjoyed a few posts.
Suprised to notice how many friends we have in common.
Just a note to say "kudos"

I was intrigued and responded:

hey, thanks for the note. As a marketer, i'm curious to know
1. how you stumbled across the blog
2. which posts you liked....
we DO have a lot of friends in common. Small world, eh?

He answered:

I am in the privacy/consumer protection business, so particularly liked your post critiquing 'checks' sent out by marketers, when those checks are really hidden offers. I find those sorts of "offers" so insulting...

Our mutual Facebook friend, Bob Smith [name changed] is a relative of my wife, and I noticed the sad news/pics of his dog on FaceBook - and while on his page your name caught my eye cause of the Microsoft network listing

[FYI: Bob lives in my neighborhood and we are only friends socially. No business together…at all.]

So, we went back and forth a few more times and I sent a friend request, which he accepted.

Only thing is, when he says “I am in the privacy/consumer protection business,” it is like the Jonas Brothers saying “we dabble in the music business.”

You see, Jules is the Chief Privacy Officer at AOL.

Now, I have no immediate business opportunities with AOL.

I certainly haven’t earned the right to even begin the conversation with Jules (aka permission)

But for someone with a commitment to networking and relationships and growing my business, I dare say that this is a valuable addition (still have to cultivate by delivering value, but the connection is made).

It’s not rocket science to figure out that the CPO of AOL is probably well connected.

But remember, I am connected to him because of the death of the dog of his wife’s cousin!

Further proof: there is no 'social networking for business'

 

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