Building your Social Capital

Posted on March 9, 2009. Filed under: Social Media |

The McKinsey Quarterly

When job seekers invade Facebook
by Soumitra Dutta and Matthew Fraser of INSEAD

The increasing popularity of online social networking is changing not only the way people manage their careers but social networking itself.
This short essay is a conversation starter. Read the article, then let us know what you think.


As the economic climate turns for the more challenging, the groundswell shifts towards a more practical, pragmatic tone. ‘Social Capital’, rides on traditional theories of networking for business purposes.

Whether it is on Facebook, LinkedIn or any other social media platforms, the central question is, “what kind of reputation do you want to own?”

Your online image and reputation is build upon your beliefs, actions and expressed through words and your actions online. Types of images posted on your social media page, the content, tone and language that you choose to use, represents yourself.

If your purpose of being in the space takes a casual tone, then stick to it. I don’t advocate a sudden change in tone just to build that ‘social capital’. Afterall, people are not stupid and they’ll see through it in no time.

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