I do the same thing on Facebook, wondering if I should accept a friend request from someone just because we have 35 friends in common, forget the fact that I’ve never met them and we have nothing in common (aside from those 35 “friends”).

I recently read a column in the New York Times about social networks that discussed the very thing I’d been debating with myself. It zones in on networks, especially LinkedIn, and users that are getting a little overboard with connections, “LinkedIn megalomaniacs” who connect with “practically everyone they pass on the street.”

So much of life is about numbers…the ones in your bank account, the ones on your Guitar Hero score, and let’s face it, the friend or connection count on your social networks. But, as the article points out, should we be placing so much emphasis on our connection counts that we’re willing to professionally vouch for or share our personal lives with complete strangers?

We’ve all seen Tweets that use the phrases, “OMG,” “totally,” and of course, “!” used as punctuation throughout. Even better are the multiple “!!!!!”  This is absolutely acceptable for individual Tweets if that’s how that individual communicates. However, if the voice of your brand is communicated that way, it’s worth serious evaluation. Twitter is not for kids anymore.

If you are a business and your goal is to remain true to your brand, which is how it should be, the “voice” that is carried throughout your marketing needs to remain in line including your social networking voice. We’ve seen professional brands that come on to Twitter and begin Tweeting one way and then suddenly the voice changes. That’s okay if your voice is still consistent with your brand. However, if it sounds like you’ve handed over your passwords to a social networking newbie, you may start losing followers and not gaining any new ones.

A common misperception we’ve heard is that social networking is owned by the younger generation. That’s not necessarily true. And yes, there are exceptions to this rule. But while today’s college student most likely has a Facebook account and maybe Tweets, they are doing so personally. Their personal voices have been perfected with their friends in a causal and engaging manner. If the person you have assigned to manage your social networking does so without the insight to your brand positioning, the image of your company online won’t be consistent with your marketing. The expectation that it will, is wrong.

So, when a company just hands over its brand to the youngest person in the office without educating them, they are passing off a critical component of their brand to someone without any training. Companies surely wouldn’t do that with an ad or collateral piece. Which leads me to believe that businesses are either: 1) not taking it seriously or 2) they are just doing social networking for the sake of doing social networking. The fact is it’s a very powerful, fully Google searchable voice to your business. If you doubt the power of social networking, you’re just kidding yourself.

We also see confusion on where social networking fits. Social networking is a tactic. It’s not a strategy. However it does require a strategic approach just like any great marketing program.

Want to know how your potential new hire or agency handles it?  Easy, check out their work. 

1.    Do a Google search and see how their personal social outreach trends.

2.    Check out Twitter and see how many people they follow, how many follow back, how often they post and the number of posts to date.

3.    Go to Facebook and check out their profiles including frequency, photos, links and other tabs.

4.    View their LinkedIn profile to see how their professional resume is presented.

5.    See if they have a personal website and/or if they blog.

If you are looking at hiring professionals or an agency,

1.    Be sure to check out the agency’s social networking presence with a Google search. There should be a consistent level of frequency and not just starts.

2.    Search for individual team members to determine their level of participation. After all if you choose the firm, they will be managing your efforts.

3.    Go to their Web site. If an agency is active in the social networking arena, there should be links to their pages and it should up-to-date.

4.    See if the agency blogs. 

If the agency can’t do it for their own business, how are they going to do it for you?

No matter if it’s an individual or agency, a review of each of the online platforms will help determine their personal brand and therefore how they might represent you. If they’ve promoted themselves well, they’ll do justice for you. If they’re not active socially, then you have your answer.

I’ve had the privilege and honor of being among the 150 judges from throughout the county to review the submissions and select the winners. For the third year, I traveled to New York City in March to spend 8 hours in a conference room reviewing the entries, discussing the program implementation, the tactics chosen and the support material. A team of four judges review one or more categories. This year I judged Crisis Communications and Business-to-Business Other.

What an incredible experience! Not only do we scour the entries soaking in the details, but we have the opportunity to review all the materials that went into making it possible. Plus, it’s a great idea generator for your own programs.

This year was the best yet. The other three judges were from large New York firms and have held a variety of positions including one who is sought after as an expert by several national news outlets (I also think with one call he could have gotten me into any hot New York restaurant…next time!). The conversation and the ability to discuss trends and the professional were well worth the trip cost.

All in all, here’s what I learned…

·         That just because you work at a boutique communications firm in Reno, Nevada, doesn’t mean that you don’t understand current trends.  It means you implement them. 

·         That results from being assertive in seeking out knowledge from larger markets and minds pays off. Be a sponge.

·         You can hold your own, even in the midst of larger firms, because the layers are removed and teamwork proves to the most valuable asset.

·         That honestly, integrity and doing what’s right always wins the day.  

·         That programs that you think are the best thing you’ve ever done, which is probably true, is only as good as the next entry but should never be minimized.

·         Healthy debate is liberating, reassuring and needed.

·         That communications professionals are the glue during crisis situations.

·         That a majority of professionals are not ready for this next phase. 

·         That today’s communicator needs to be quick, savvy, understand the tools available (and use them), be mobile and above all recognize opportunities—they are everywhere!

·         Making new friends is rewarding.  I had the opportunity to meet a fellow judge through Twitter two days before arriving and then met for coffee before judging.  Also that photos on Twitter really help in finding who you are meeting. 

·         And finally, that writing is still the professions bread and butter.