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Most people think of social networking as a means of connecting with people; indeed, it does that very well. However, a vastly overlooked aspect of social networking is the ability to post your expertise on-line. Recently, for fun, I had a group of accountants "google" themselves. One remarked, "I'm a plastic surgeon!" Although some found some relevant info on themselves, most agreed their personal search results were seriously lacking. Unlike advertising, where you have limited space to get your message across, the internet is a great place to position your expertise. Social networking sites give members a chance to post comments, respond to open questions,as well as join industry and interest groups that can enhance your visibility on the web. Over time, you can build-up an impressive internet bank of articles, blog posts, comments, press coverage, etc. Why is this important? Although most people looking for a new accountant would not start with the internet, they certainly use the internet to conduct due diligence and to research their options. For example, you meet a prospect at a mixer. You exchange cards. In the past, the card might have ended up in the "interesting people I've met 'black hole' file." Today, with a well stocked "google" presence, the prospect can instantly go to the internet to find out more about you. The question is will they be learning about your personal activities, your professional expertise, or someone else with the same name?(I hope that person is not an accountant also) Bottom line: you want to "stock the pond" so when your prospects go fishing (not phishing)for more info on you, they can catch a tasty morsel in a "google heartbeat" - not even a "New York Minute" can beat that!

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