Violet Mae Lim

According to an Emarketer.com article, 78.1% of US internet users use social networking sites to keep in touch with friends, 50.5% for reconnecting with old friends, 29.9% to meet new people and 10.9% for career networking.

When I read these stats, I was astonished. These results have me wondering how the survey was worded and also whether or not people understand the power of social networking. Keeping in touch with friends, reconnecting, meeting new people and career networking are NOT mutually exclusive. Granted, the survey was published in November 2008 so they might have changed as we sink deeper into a recession and more people are being laid off from their jobs.

While you’re on any social network or open forum, be it Myspace, Facebook, meetup.org, Linked-In or Twitter, you are networking whether your know it or not. If you actively brand yourself as an expert in your field or as someone who is eager to learn a new subject or field or work, people take notice of this. It should also be noted that you can’t run from a Google search, so you might as well actively take charge of it. If you are actively seeking work, let people in your social network know. They are the key to your next job, career or side project. You may be surprised at how many people WANT to help; especially in rough economic times.

Social media has become a huge part of who I am- it’s part of my job and my online social life. On that note, I should also say that I’ve always been the type of person who needs clear boundaries. Much like those who work from home, a home office is necessary. Being in pajamas and working from bed isn’t always productive. For someone who works and plays on the internet, I’ve found that it’s necessary for me to draw a line separating personal and professional.

This need for separation has lead me to utilize all the social networks I’m on differently. I’ve found a specific use for all the social networks I’m on, as well as a different audience for each. As of now, the only social network that is “closed” to real-life friends is Facebook. I am accessible through any other social network. It’s not to say that just because I meet you through the internet, I won’t add you. What that means is: if we’ve had both online and offline interaction and we’d consider each other friends, we’ll connect on Facebook. If you are someone I do not know personally or someone who is within the same “social networking circle” but we don’t interact, we probably wouldn’t be Facebook friends.

Social networking sites have opened the door for interactions with almost anyone. You don’t have to personally know anyone to connect with them online and that in itself has many advantages. But because of this, I believe it is even more important to have a work/life balance- especially if you are like me and you live your professional and social life online.

I’m not advocating having different online personas or not being transparent with who you are or what you do. I am advocating a clear distinction between personal and professional. Use social networking to your advantage but also distinguish which social networks will be used for which purposes. Not only will this cut the signal vs. noise but also keep you sane. Also understand that others will do the same. If someone doesn’t accept your friend request or reciprocate your follow, don’t be offended. Everybody uses social networks as a vehicle to distinguish and express themselves but they will do so in different ways.

Different people draw different lines. Where do you draw the line?

Qwitter is a new web application that is creating a stir among Twitter. The concept is simple: sign up for Qwitter and it will notify you when one of your Twitter followers unfollows you. Qwitter also claims to show you the specific tweet that caused the tragic unfollowing. I won’t get into the technicalities, but this is not entirely accurate.

I signed up for Qwitter to test it out (how else would I get the research I needed for this post?!) and I have to say I’m not too impressed. People want different experiences from their use of Twitter. Thus, you shouldn’t be offended or take it personally if someone unfollows you. They may be unfollowing you for different reasons that have nothing to do with your tweet (another post for another day). What is the point of knowing who decides to unfollow you? Will you hunt them down and ask them why they unfollowed you? Will you cry into your pillow at night? Will this affect what you tweet? Will you stare at your following/follower ratio and contemplate life in 140 characters?

Ask yourself one thing when you tweet: are you tweeting for yourself or to please others? I am 100% myself on all the social networks I’m on. If someone wants to unfollow me or unfriend (defriend?) me through a social network because of something I said, we probably wouldn’t sit down for a cup of coffee offline anyway.

As more brands begin to humanize themselves on the social web, I find myself not only expecting brands to engage with their customers, consumers and communities but also appreciating the brands that do. One brand that has crossed my mind multiple times is Rebecca Minkoff. Rebecca Minkoff purses range anywhere from $300-$700 and can be seen on celebrities from Lindsay Lohan to Lauren Conrad and everyone in between. Rebecca Minkoff is a New York based purse designer who is using the social web to her advantage.

Rebecca is ahead of other purse designers as she has an online presence on the social web. She has accounts on mainstream social networking sites such as MySpace and Facebook and niche forums that cater to women obsessed with handbags and fashion. I am an active member of these niche communities and I’ve “seen” Rebecca leverage the power of these communities. In one instance, members of a forum begged and pleaded for her to hold a sample sale in Los Angeles. She said if X amount of people were interested, she would have one and she kept her word. I attended the sample sale and it was crazy as crazy gets: women lined up 4-5 hours before the event, eagerly awaiting their turn to purchase a new purse (let it be known, that there were some women who bought 3-4 purses at the sample sale).

Rebecca is personally on these forums and I have communicated with her regarding new products and sample sales. She also has a handful of customer service reps on these forums answering customer service questions and engaging with the entire purse-fanatic community. These forums are a way for her to monitor conversations about her brand, understand her target audience, understand the customer demographics, collect market research, humanize herself and a method of CRM. She has created a groundswell around her brand just by joining the conversation that was already happening online.

I first read about Rebecca Minkoff online and instantly fell in love with her purses. The first time I bought one of her purses was online, through a fashion community. I own two Rebecca Minkoff purses, one of which she helped me pick out. Yes, SHE helped me pick it out. I’ve also met her in person at a sample sale she held in Los Angeles and she is a doll. She is digitally-savvy and understands the power of the social web… I can’t say the same about many other mid-end/high-end purse designers. Although I have many other ideas on how she could further increase her presence and leverage her community, I think she is off to a great start. There is something very different about actually being able to engage and meet with the designer of the purse you are carrying versus buying a purse from a department store and never speaking with the designer.