Q. In what industries are you seeing similar changes?

A. Think about the way most companies currently hire. You post a job and then get blind résumés in response. This should be a social experience. If you took everyone and asked them to list everyone they knew, you could create an enormous social graph of several million people. There’s no reason to hire people that we can’t learn something about through some connection of our personal network. There’s no site today that takes advantage of the social graph in this way, yet.

Q. Doesn’t LinkedIn do that?

A. LinkedIn does part of it. It’s a great example of a company that is leveraging the social graph to grow and deliver value.

Q. What is it missing?

A. The site is missing some of the key social features that make Facebook so compelling. The ability to quickly understand someone based on whom they know, what they share and what others think of them, for example. To me, no one has fully cracked the code on social recruiting yet.

To read the rest of the article, visit: http://www.nytimes.com/2010/11/18/business/18sbiz.html?_r=1&scp=1&sq=lefkofsky&st=cse

So it’s perfectly ordinary for Brelyn Hammernik to have connected with her former colleagues on LinkedIn when she left her job as a recruiter for TEKsystems, a Maryland IT staffing firm. But TEKsystems sued her, charging she violated the noncompete provision of her employment contract by soliciting her former co-workers on LinkedIn.

The case, as reported by my colleague Jaikumar Vijayan, is not as simple as it first appears.

Turns out she didn’t just connect with her former colleagues on LinkedIn — she actively recruited them through that channel, TEKsystems alleges.

Attorney Renee Jackson, writing on the Nixon Peabody blog, posts the contents of one such message:

Tom—

Hey! Let me know if you are still looking for opportunities! I would love to have come visit my new office and hear about some of the stuff we are working on!

Let me know your thoughts!

Brelyn

Depending on how the judge rules, this case could have far-reaching implications for the professional use of social media.

If the judge decides that Hammernik violated her non-compete provision by simply connecting with her former colleagues on LinkedIn, that will be bad for every social media user. Social media is emerging as a primary channel for professional networking, and limitations on using it will make it harder for all of us to find the next job.

If, however, the case rides on messages like the one sent to “Tom,” above, then it’s really no big deal. That message appears to be clear-cut recruitment. The fact that it was sent on LinkedIn is irrelevant — it would be recruitment if it was sent by e-mail, telephone, or smoke signals.

Jackson has legal advice for employers:

Employers should address these novel issues now — and avoid any confusion about the applicability of social media — by specifically referencing social media in any policy or agreement that attempts to restrict contact between employees, former employees, customers, and suppliers. Courts read such restrictive covenants very narrowly, so employers should reference explicitly contractor solicitation through social media in their policies and requirements.

Hammernik’s defense further complicates the issue, writes ZDNet’s Larry Dignan. She admits having LinkedIn connections to the people involved, but says they’ve never been TEKsystems employees. She names several people and said they initiated contact with her, and she then provided that information to TEKsystems. She admits to communicating with Tom Peterson, but says the communications didn’t relate to staffing or soliciting IT business for her new employer. And she says that TEKsystems’ and its employees’ use of LinkedIn and Facebook for recruiting, promotional or other purposes voids any claim that information there is trade secret or confidential.

The case against Hammerik seems pretty damming — but often evidence that seems clear-cut before a trial doesn’t look that way when you get to the actual courtroom. I learned that through repeated viewings of My Cousin Vinny.

These are all real messages, posted on Twitter by real hiring managers. You’re probably thinking, “Hmm, it’s about time we had a no-social-media policy.”

Don’t do that! You need your managers online to help you build your recruitment brand. And your managers need guidance, not duct tape over their mouths. As bad as oversharing might be, these three social media recruiting mistakes are much more common – and in the long run, a lot worse for your online brand.

Mistake #1: Spelling out everything you can’t do.

Recruiters sometimes panic when it comes to social media, so they try to compensate with strict communication control: The only acceptable posting topics are new jobs and sandwich specials. Don’t talk about actual people. All tweets must be approved by corporate. This will kill your social media recruiting fast.

What to do instead:  Define solid social media principles.

The word “principles” is important, says Amanda Hite, CEO of Talent Revolution. “Principles are things we live by,” she says. Not the things we can’t do.  

Here are a few examples from Hite of principles to share with your hiring managers:

• Use good judgment. Just as your behavior offline can positively or negatively impact your career, the same applies online. It’s just easier to find, and it’s permanent.  
• Be authentic.  Social media is only a tool to use to build relationships. It’s important to come across as authentic, to humanize your brand and to be yourself.  
• Sharing proprietary and confidential information will get you in trouble.  

Mistake #2: Making your managers use social media as an advertising channel.

Sell, sell, sell! And both your customers and your potential applicants will drop you like a lint-covered lollipop. ”Broadcasting messages or promotions is viewed as spam in the social web and will get you voted off the island,” Hite says.

What to do instead:  Build relationships.

The most leverage your managers will get from using social media for recruiting is by getting referrals and maintaining relationships with potential prospects. It’s about relationships, not advertising. We won’t lie. This takes time. But it works.

Look at it from your future hires’ point of view. They don’t want the hard sell – they want to peek inside your company. They want to get to know your hiring managers and discover that they’re cool people who are excited about their jobs. Plus, remember that superstars know superstars. The more your managers build their professional networks, the more effective they’ll be at communicating openings and getting good referrals.

Mistake #3: Wait – and wait – for your audience to come to you.

You know the D-list celebrities who hang around any patch of red carpet they can find, hoping someone will ask for their autograph? Don’t be them. If you’re just launching your social media recruiting efforts, fans won’t be knocking at your door. You have to knock at theirs.

What to do instead:  Go where the community is and tune into their conversations.  

Are you recruiting passionate bartenders? Go to forums and groups where bartenders hang out online. Join the conversation. Share your mango martini recipe. That’s the only way you’re going to build your own fan base and attract great people to your company.

We never stop talking with our members and employers – not only about employment, but also fun stuff (like weird coworkers and office chair soccer). Become our friend on Facebook and Twitter!

It’s been no secret that LinkedIn has been steadily trying to make its platform more social and interactive with users. LinkedIn integrated with Twitter last fall, allowing users to Tweet from the platform and pull Tweets into the network with a #in hashtag. In fact, over one million users have tied their LinkedIn and Twitter accounts. And this year the network added the ability to “follow” companies, taking a page from both Twitter and Facebook. Today, LinkedIn is furthering its Twitter integration by allowing members to easily find and keep track of their LinkedIn connections on Twitter and more, essentially becoming a full-fledged client.

Once you’ve installed the Tweets application, the “Overview” tab on your homepage will allows you to see everyone you currently follow on Twitter, view their Twitter feed, and Tweet from your own account. A new feature, Connections to Follow, has been added to recommend new people for you to follow, based on your LinkedIn connections. You can easily see all of your LinkedIn connections who have added Twitter accounts to their LinkedIn profiles and allows you to see who you are and aren’t following on Twitter.

You can also see the Twitter information for any of your connections, follow or unfollow them, and even see a sample of their last tweet by hovering over their Twitter ID. And now you can save your LinkedIn connections as a dynamic Twitter list. When you choose to save your connections as a Twitter list, LinkedIn will create a private Twitter list for all of your LinkedIn connections that have added Twitter accounts. LinkedIn will keep this list up-to-date, adding and removing Twitter accounts to the list daily based on your LinkedIn connections.

Clearly LinkedIn has added much more functionality to its Twitter platform, which seems to be popular. Of course while one million out of nearly 70 million users is still only a portion of its userbase, it still represents a large portion of members who have downloaded the app. LinkedIn is making a strong push to encourage users to share content on the site, and becoming a full-fledged Twitter client will only increase sharing on the platform. The obvious next step would be to integrate with Facebook in some way, but we probably shouldn’t hold our breath.

Read more: http://techcrunch.com/2010/05/25/linkedin-deepens-integration-with-twitter-becomes-a-full-fledged-client/#ixzz0p2cC6CBs

This week at ERE’s #SocialRecruiting Summit in Minneapolis, Facebook.com’s recruiting lead, Richard Cho, lead a break-out session about using social media tools for demand generation (DemandGen) versus for demand fulfillment (DemandFul).  His session was intriguing and sparked quite a bit of interest in the audience.  I caught up with Richard this week to drill down a little deeper into the subject.

Many recruiters interested in social recruitment want the practice to become the sole source of making hires for their organizations.  There is a big group of recruiters who want to make the whole recruitment process free too.  They profess that social media could become the means to their end.  But can it really happen?  I don’t think so, neither does Richard Cho.  Cho takes a very pragmatic and realistic view of how companies can use social media tools (like his own Facebook) as a recruitment demand generation tool.  However, his is just as practical about getting job seekers over the hump from seekers to applicants.  Here are his thoughts:

Social media is great for recruitment demand generation

To explain what he means Cho uses the example of consumer brand demand generation for Adidas with the decision funnel.  The decision funnel is a well known B-school tool to show how people make decisions; whether it is a purchase decision or career decision. 

Brand Discovery – Brands like Adidas use all sorts of advertising and marketing mediums to expose consumers to the Adidas brand.  When a consumer sees the Adidas brand, they immediately form an opinion or have some idea of what that brand represents based on previous exposure.  When Richard mentioned the Adidas brand, I immediately thought of Glee’s Cheerios coach Sue Sylvester’s unending parade of Adidas track suits (honest). 

Brand Affinity – After repeated exposure to the Adidas brand, consumers start thinking of it as a viable option for their sporting goods needs.  When a consumer finally has a need, brand affinity makes that consumer ask the question, “Where is that brand sold?”

Brand Decision – Later in the process, the buyer knows about the brand, knows where to get it and finally has made the decision to make a purchase.  At this point, the funnel takes its turn from DemandGen to DemandFul and that’s where social media won’t best serve recruiters.

So what does this all mean?  Let’s put the decision funnel into social recruitment terms.  A company’s presence and exposure in any variety of social platforms helps (or hurts) in the brand discovery process.  This may take the form of a Corporate Careers page of Facebook, a recruiting Twitter handle, or a company page on LinkedIn.  From these culture brand outposts, many job seekers get their first exposure to the career opportunities available to them. 

A job seeker may also know someone who works for your organization and form decisions about the company that way.  Cho points out that, “How you affiliate yourself with a job often happens to be through a person you know and respect.”  In other words, my group of Facebook friends may have had their entire opinion of the company I work for shaped by what I do and say about it in my status updates, tweets, and blog posts.  This is brand affinity. 

In the Adidas example Cho says that one of his friends might see that he bought a pair on Adidas golf shoes on Facebook.  That friend knows that Richard is a good golfer and may respect his opinion of footwear.  So out of the hundreds of options in golf shoes, Richard’s friend now has at least one (positive or negative) data point to make a buying decision on in the future.

Finally we come to brand decision.  At some time or another in any passive or active job seeker’s job search a do-or-die moment is reached.  The job seeker determines whether or not to apply for a job with company X.  This is the decision.  Has your organization’s presence in social media positively affected that job seekers opinion of your company or have you left them lacking?

At this point we go from the generation part of the funnel to fulfillment.  How can social media help in demand fulfillment?  Well it really can’t.  Much to the chagrin of many pro-social media recruiters, social tools cannot take the place of your ATS, the application process or the vacancy announcement.  These tools are requisite in the employment process.  As much as some would desire, social tools can’t take the place of job announcements.  Even a 1200 employee company like Facebook who has a good cadre of recruiters (at 75) for its size cannot hope to replace the traditional tools for DemandFul.  Facebook has some 40 opening in sales and marketing alone today.  The company can’t expect its team of recruiters to have so many solid prospect relationships that they can just reach out to individual job seekers when a job comes available.  They need their careers site to help facilitate the move from interest to action.

Social media can help with this transition piece.  Food services company Sodexo does a good job with this.  Sodexo has one of industry’s best online talent communities to keep would be job seekers engaged when both actively and passively seeking employment.  But what they do to bridge the gap between applying and not applying is genius.  Richard Cho says, “They get it.”  Job seekers who view one of the company’s job postings on job boards like CareerBuilder.com get two apply options…Apply Now and Not Ready Yet.  As Cho relates, the recruitment process is like getting married.  He says, “Popping the question at the right time is key.”  Sodexo gets this too.  By directing job seekers who are not quite ready to commit from traditional recruitment media to their social talent community, Sodexo is able to maintain that courting relationship.  They don’t pose an ultimatum for the would-be employee. Instead, Sodexo says let’s get to know each other a little better.  According to Cho, that’s what social media should do.

Cho also offers a couple of nuggets as best practices:

1.       Let job seekers test the waters.  

The use of a Company Careers Facebook page may not be the best way to attract passive candidate (or those unhappy in their current employment).  Since many Facebook users are friends with their bosses and colleagues, most will be uncomfortable telling their professional circles that they “Like” your company’s careers.  Instead Cho suggests an alternative.  Give them the option to “Like” your company’s culture brand page.  Cho points out the “Life at Google” Facebook page.  Ostensibly, this page is nothing more than a careers page.  However, the title won’t scare users from liking it.  Google Careers screams “Hey I want to work at Google.”  This culture page merely says you are interested in what this company is all about.

2.       Use Twitter for courtship unless your job seeker base already wants to get married. 

Use your corporate Twitter handle to dispense culture gems to job seekers.  Don’t just ask them to apply, apply, apply.  He notes one big example, again via Google.  Google has done such a good job of espousing the power of their brand, that once job seekers find @GoogleJobs on Twitter, they are ready to take the plunge.

3.       Think Tiger Woods.  

 Before his sex scandal what did consumers think of when they applied a brand image of Nike to Tiger Woods?  Performance, endurance, perfection, style.  Does your social media representation of your employment brand produce good connotations like this?

4.       Empower an army of employees that can act as social advocates for your brand. 

Don’t just rely on the recruitment department to be the social media voice of your employment brand.  Teach your employees the best way to interact online for the benefit of your referral program.  Social connections are probably used to seeing someone complain about their boss online, but how often do they see an employee rave about your company’s mission statement, technical achievements, etc.?

Through the new “Follow Company” service, users can sign up to find out things like new job openings or new hires or promotions and other company developments. It can also serve as a business intelligence tool for competing companies.

“Most importantly, this feature can deliver insights you may be surprised at — such as the pace of hiring at your nearest competitor or the start of a whole new industry as you see Web technology companies hiring geography teachers (for e.g.). Or better yet, you may find the job of a lifetime to do cause marketing for Major League Baseball,” wrote Ryan Roslansky, LinkedIn’s director of product management, in a blog post Thursday announcing the new offering.

The ability to collect fans on Facebook and followers on Twitter has become a key element of many companies’ social media marketing strategies. More than 150,000 businesses, organizations and public figures have set up fan pages (now known as “like pages”). So it’s a logical step for LinkedIn to offer a similar capability and one that has been among the most requested features by the social network’s 65 million members.

The move also comes after LinkedIn began allowing users to incorporate their Twitter accounts into LinkedIn profiles and vice versa late last year.

Among the most popular companies being followed so far on LinkedIn are GE, Ferrari, Netflix, and Starbucks. The company anticipates that member companies will try to capitalize on the new capability by ramping up marketing activities on LinkedIn. “As brands take notice of members following their LinkedIn Profiles we expect to see companies increasingly build out their profiles and more actively market their hiring brands, products and services,” said Roslansky.

But unlike on Facebook or Twitter, heightened promotional efforts will be aimed at business professionals rather than the broader consumer market.

“I see the biggest value on the recruitment side versus the marketing realm for my clients. I believe following a company is less about brand affinity versus am I interested in it for some professional purpose whether that be jobs, competitive insights or as a business partner,” said Shiv Singh, global social media lead at Razorfish.

But he added that if the program gained enough scale, it could become an attractive way for companies to target advertising at users who follow competing brands. For instance, Ford might want to run ads on LinkedIn aimed at people who have shown an interest in Toyota. But for now, the companies that should be most concerned about LinkedIn’s new company-tracking feature are job sites like Monster, CareerBuilder and HotJobs, said Singh.

Users can affiliate with a company directly through its profile page or through the profile of any member affiliated with a given company. In the latter case, mousing over a company’s listing will bring up a dialog box with a “Follow Company” icon to click on.

Users can also adjust the frequency and type of updates they get in their news and activity stream through the Notification Settings tab. That might include getting information only about new job openings or job changes only within a user’s network instead of all job changes announced by a company. People can also opt to get an email digest of updates instead of via their stream.

Assessing Your Social Media Initiatives

Corporations can’t control what people post on social media sites, even though they may try! Many companies today use social media profiles, much like they use their corporate website: just another place to blast generic corporate messages using one-way communications! They turn off the ability of profile visitors to comment, and in many cases, even limit the ability to submit messages to the profile administrator. These practices are so anti-authentic that if your organization is guilty of them, you should start this assessment with a negative 20 points.

Examine your social media initiatives using the following checklist. Tally your points to determine how authentic your efforts are.

1. Corporate profile page (4 points) — your organization should have a profile page on each of the major social networking sites that service your target audience, including but not limited to LinkedIn, Facebook, Twitter, Qzone, and MySpace. If you set up such profiles, award yourself one point. If you do not restrict comments and wall posts, award yourself another point. If non-recruiting related employees, managers, and page visitors routinely comment on profile wall postings, award one point. If you assess your profile page using the checklist in part one of this article and score 16 or better, award yourself another point.
2. Function/Group profiles (2 points) — if your organization has set up profile pages for each of the major functions/groups within the organization to “dialogue” with customers, applicants, and other stakeholders, award your effort one point. If you have dedicated individuals throughout the organization who post and respond to posts daily on each of the function/group pages, award your effort another point.
3. Employee profiles (2 points) — if your organization actively encourages employees to establish profiles on social media sites and identify their company affiliation, award yourself one point. If you actively author social media posts designed for your employees to voluntarily share, add another point.
4. Blog development (2 points) — if your organization actively encourages decision makers, managers, and employees to blog about their work experience and learning, award yourself one point. If your organization actively publicizes employee blogs by linking to them via social media posts, award an additional point.
5. Driving visibility of social media (2 points) — does your organization drive visibility of social media efforts by linking to them from corporate maintained websites? If yes, award your efforts one point. If your organization also links to social media efforts in print via business cards, brochures, etc., award an additional point.
6. Using groups to engage (2 point) — Even a Facebook page established for the finance function of an organization can become overwhelming if too many conversations occur at once. To ensure adequate focus and better interaction, add two points if your organization uses social media groups in addition to profiles to support specific audiences.
7. Employee referral content/application (1 point) — if your organization has established content to support employee referral via social media or installed one of the applications available to support employee referral, award yourself one point.
8. Use of video (1 point) — more videos are viewed online each day than searches conducted on Google. If your organization acknowledges the popularity of video and makes non-scripted communication available via video hosted externally on sites like YouTube, award yourself one point.
9. Twitter (1 point) — while twitter can be a distraction, research shows that users sharing links among friends to other web-based content results in a significant increase in traffic to said content. If your organization uses Twitter (preferably via multiple accounts targeting specific audiences) to drive visibility of content, award yourself one point. If your organization uses Twitter as a market research tool to discover what people are chatting about, and actively seeks out talent to follow, award yourself two bonus points.
10. LinkedIn (1 point) — having employees visible on LinkedIn can be a curse, as LinkedIn has become the defacto phonebook for recruiters, but it also provides individuals interested in learning more about the organization with opportunities to dialogue directly with those individuals most likely to be able to answer questions share stories about life at your organization. If your organization routinely supports individuals publishing and maintaining their LinkedIn profiles award yourself one point.

How authentic are your social media initiatives? If you scored:

14-18 You are a social media best practice firm, congrats!

9-13 You’ve got a solid foundation, but probably need more focus on supporting specific populations.

1-8 You are not there yet, chances are those profiles you have created are rather dusty!

How did you do?

We spoke with hundreds of job seekers to understand their needs and designed a package of features to help them stand out from the crowd, reach out to hiring decision makers, and manage their job search more effectively. The new Job Seeker Premium Account enables job seekers to:

• Move to the top of the hiring manager’s list as Featured Applicant when you apply to jobs on LinkedIn
• Send personalized InMail messages directly to hiring managers, even those outside their network
• Save profiles, add notes and keep track of contacts from your job search with Profile Organizer

We’re also launching a new Job Seeker Webinar, hosted by career expert Lindsey Pollak, that provides guidance on how to use LinkedIn to find a job and take control of your career. The webinar includes a series of specific, tactical tips for how job seekers can make the most of LinkedIn’s free and premium features. The 60-minute session is held monthly and is free for all LinkedIn members, which you can sign up for here.

And don’t forget that LinkedIn has tens of thousands of high-quality job listings that you can search, view and apply to for free. So if you’re looking for a job, give LinkedIn Jobs a spin. We think you’ll agree with Fortune Magazine that “if you are serious about managing your career, the only site that matters is LinkedIn”.

Deloitte New Zealand has received an international award for their social recruiting initiatives. The 2010 SOCRA award honors excellence in social media and recruiting. Deloitte NZ received over 500 votes from industry professionals, edging out North American heavyweights UPS / TMP with 275 votes and Sodexo with 201 votes. Richard Long, manager of talent acquisition at Deloitte NZ will accept the award at Recruitcamp in North Carolina USA on April 22.

Deloitte NZ won the award for their Facebook page, which is geared towards graduate and intern recruitment. The company broke new ground by mashing live-streaming video with social networking, directly on their Facebook page. This ‘social videoing’ technique has been successfully used by celebrities like Shakira and Miley Cyrus to engage with their fan bases.

Since launching in late 2009, the page has hosted 10 live and interactive shows. Prospective recruits were able to watch and listen on Facebook as graduates from a range of teams and locations gave impromptu talks on their experiences and impressions. The shows involved both groups of graduates and individuals, and fans were able to type questions into the Facebook page and get answers during the course of each show.

The shows are part of a wider strategy to humanize the Deloitte NZ brand, offer authentic experiences for prospective graduates, and differentiate the company from other firms. Other initiatives include graduates blogging about life at Deloitte NZ.

Deloitte NZ’s social recruiting initiatives have created greater awareness of the firm among propsective graduates. Richard Long reports that students attending careers and networking events appear to be better informed and more familiar with the company, and the opportunities available. Deloitte NZ are very happy with the quality and number of applications received this year.

All up, this is a win for a Southern Hemisphere company and an example of social recruiting in action.

I see some great parallels to this chart and social media recruiting.  Where does your organization’s participation in social media recruiting stack up?  Do you avoid it like the plague or does your strategy include creating content to attract candidates.  Let’s have a look at the levels proposed by Mr. Wolf’s article and connect the dots to recruitment.

Inactives – This group is an organization that has no social media presence.  You don’t tweet, participate on LinkedIn, post jobs to Facebook…nothing.

Spectators – Spectators are not as fearful as inactives, but they haven’t taken a step themselves in participating.  A spectator might search #jobs on Twitter, read recruitment blogs, and wish they could have a cool YouTube recruiting channel.  However, the spectator is yet to create anything or contribute to employment conversations.

Joiners – This group is like my mom…she has a Facebook page and looks at the pictures of my kid, but she doesn’t post her own pictures.  If you are a recruitment joiner, you have probably created a LinkedIn profile but it’s never been updated.  You might have a Twitter account, but you are yet to send any relevant tweets.  A joiner’s WordPress blog probably still says, “Hello World” on the homepage.

Collectors – So collectors are a little more active than my mom.  In recruiting terms, a collector will follow lots of recruitment related Twitter accounts, subscribe to a ton of RSS feeds from recruiting blogs and look at tons of LinkedIn profiles.  However, they are still yet to post a job on Twitter or send any InMails to a prospective candidate.  This is one step away from actively participating on social media recruitment.

Critics - So the critics group might be the group that frustrates me the most.  Critics are eager enough to include both good and bad feedback to forums etc., but still not helping anyone get a job or fill any vacant reqs.  These folks are big time consumers of social media content related to recruiting, but still haven’t yet done it themselves.

Conversationalists – Ok…now we are starting to meet some social media recruiters.  The conversationalist group does just have a Twitter account, they post job announcements on it and use the #jobs hashtag.  These folks probably have an active LinkedIn profile and use the tool to source or screen candidates.  A conversationalist might also have or moderate a corporate Facebook presence.  I imagine that this group makes up the largest chunk of active social media recruiters today.  Conversationalists have conversations which is key to recruiting.  They use social tools that they have at their disposal to find quality hires. 

Creators – The last and most engaged group of social recruiters is the creators.  Not only do creators have Twitter, LinkedIn, and Facebook accounts, but they also likely publish thier own blog or write for the corporate blog.  Creators also contribute videos, podcasts, interviews, etc. to their organization’s talent community.  This group is by far the most active and probably get the best results from social tools.  There is a pretty good chance that if you are reading this blog you are a creator, not just a conversationalist.  It will be interesting to see what new tools become available for the creators in the coming years.  The early adapters will always be the most engaged and help drive these technologies forward into the mainstream.

So, where do you find yourself on this spectrum?  Chances are you are not inactive as you are currently reading a blog.  Yet, that doesn’t mean you are actively creating your own presence on the social web.