“All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”

--Tom Peters – American writer on business management practices in Fast Company.

Today I invite you to take a new view on using social media in your business development, networking or job search. Whatever you are up to, social media can help build you a strong authentic reputation.

There are lots of sources for tips and techniques on how to use social media, like searching LinkedIn to find other people through your existing connections. That’s not what we are going to talk about today.

We are looking at social media from a standpoint of your personal branding, so more and more people know who you are and what you stand for. You are broadcasting to a large audience of hundreds. We couldn’t do anything like this from our homes just as recently as 10 years ago.

You are interacting one-on-one with individuals around the world and within your region with the same ease of interface. How are you going to make that relationship tool worth your time and energy?

I have in previous blogs talked about clarifying your strengths and passion. What if several or all of your social media posts are driven by your passions, your talents and particularly where these two overlap? For example, you might be interested in the creative use of color in advertising, or are fascinated by sound in film, or the analytical use of derivatives investing. That’s the professional side. I encourage you to balance your social media posts to blend your professional side with your personal side.

Sure it’s fun to publish photos of meals you cooked, the family get-togethers and perhaps some of your wilder adventures. That being said, do be careful what aspects of your personal life you share, and the impression you leave forever on Facebook, LinkedIn and the like. Will you show up as a mature, confident and professional person who also knows how to live a great life? How might you focus on personal activities that express your values? For example, I love slowly and carefully exploring the critters under the water when I am scuba diving. It relates to my interest in behavior. I love exploring what makes human beings and sea creatures do what they do.

The balance you strike will more likely produce the positive impact you want if you are conscious, consistent and intentional in your posting habits.

So what about you? What are some themes you want to explore or express more often on social media to improve how you get known for who you really are and what you stand for?