Social networking is a pervasive part of the job search process. LinkedIn, Twitter, Facebook, and other similar sites allow people the opportunity to connect in real time. Like never before, we are able to reach people globally, share ideas, and engage in discussions about numerous topics. How do you maximize these ‘relationships’ so they really work for all parties? Here are my tips for leveraging your social network in a positive and productive way:

Learn about others: Sure, we all want things – especially when it comes to searching for work. Who wouldn’t want to meet people that are in a perfect position to help them? How easy would it be if you could just connect with someone on LinkedIN and BOOM – they are happy to help, of course; and, the company they work for has a job that’s perfect for you and the job is yours; in fact, you can start tomorrow! Unfortunately, it doesn’t work that way. The job search process is time consuming, and can be frustrating. Social media is a way to get to know other people, offer things of yourself before you get something in return. You need to get to know people. Think of it as attending a party – a very big party. You wouldn’t just walk right up to someone and start telling him things that you normally save for your therapy sessions. Well, maybe you would, but that would be a big mistake. You need to start a conversation, learn about the person, and share some information about yourself that’s interesting without being overbearing. This is the same thing you would do in a more traditional social setting. You want to get to know other people, generate friendships, relationships. Give a little to get a little. Once you have established a rapport, you will be in a much better position to understand others’ needs so you can add value. In return you will also get value.

Establish your personal brand: Your personal brand is the personification of the personal and professional qualities associated with your name. When you have a strong brand, people seek you out; they want to engage with you. Perception is reality – especially in the online world where information is at everyone’s fingertips. It is extremely easy to find out information about people. There is no such thing as privacy anymore. Your dedication, presence, and self-confidence all play a critical role in creating and maintaining your personal brand. Associate yourself with quality things and people. Deliver what you say you will deliver. This will facilitate your positive image.

Mind your manners: How many times have you seen and/or read things online that made you smile with embarrassment? Not for you of course, but for the person who was crazy enough to post the questionable content? This not only damages your personal brand (see above), but also can raise serious questions regarding your professionalism. People are highly sensitized to information about other people. In terms of identifying and selecting qualified candidates, your reputation is key. Pictures of you boozing with friends and partying like its 1999 will definitely not send positive signals to a hiring manager. The long-term effects of ill-mannered behavior that might even cause you to pause and think – “GOD! What was I doing?” can put the brakes on your job search. Think before you write; think before you act. Remember – two people can keep a secret if one of them is dead.

Silence is golden: Hate your boss? Dislike an annoying co-worker? Think the company you presently work for sucks? Keep it under your hat. Not wearing a hat? Sew your mouth shut. Talking about how you detest your current position online is the kind of fodder that makes it into Top 10 lists of things not to do when searching for a job. Keep your interactions online professional and completely above board. You will thank me for this advice. I am saving you from the potential backlash of the open mouth insert foot syndrome.

Your career is in your hands; how you behave is entirely up to you. Take heed – the information highway continues to grow. What you convey about yourself and others will play a role in how productive and successful your search is.