Jeff Roach said something to me recently that stuck. In his experience, it’s easier to spot a fake online than in real life. I think he’s on to something.

Think about getting ready for an interview. Essentially, you can be whoever you want to be. We’re given an empty canvas to paint ourselves however we see fit. When it comes to landing a job, first impressions are everything. The way we dress, speak and use body language all converge; working in our favour or against us.

But you already knew that.

We’ve had our whole lives to test social reactions in real life. It’s in our nature to appear a certain way to please those around us.

Let me give you an example. Some people are actors from birth, whether they want to be or not. Imagine a man who lived his whole life as a heterosexual male, married with kids. Then, one day in his fifties he comes to work dressed as a woman. It shocks the hell out of everyone around him, and it should. But it happens.

Social media is still so new in our lives; we don’t have the experience or the “tried and true” tactics to rely on. It’s all an exercise in experimentation. It will be a while before online behaviour has been studied in a way that’s useful and significant. We don't know enough about it.

But one thing is certain: how we act on social channels will inevitably affect us.

Most people see your Facebook profile before they see your resume.

Diane Cole is one of the most driven people I’ve ever met. She’s also one of the few twenty-somethings I’ve encountered who takes social media seriously. Having worked as a journalist at Here magazine and now as a producer at Accessible Media, she knows that being a professional applies online as much as offline.

“Everyone is their own brand now as a result of social media. You have to maintain your brand in order to get anywhere now. You have to keep up with trends and new or popular platforms and learn how to manipulate those in new, fresh ways in order to get noticed.”

When you think of online profiles as "personal resumes" it's kind of scary. Interactions online feel very informal, so self-monitoring is essential. We have to think seriously about how we market ourselves, keeping in mind that authenticity is everything. People don't connect to a brand. People connect to people.

Bain & Company is a world leading business consulting firm. They also believe in social media. The company studied over 3,000 consumers to establish what makes social media effective in the industry.

"We found that customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies..."

We want to help your business grow a community around your brand. Social media is the avenue for building these relationships. It's the fastest way to engage customers, and more importantly, it's on their terms. Learn to inbound market and let people come to you.

Sociallogical is founded in helping business professionals find a voice in their community. We don't believe in speaking on behalf of our clients. Who better represents you than you?

We exist in an era where an online presence is integral. It's become a pre-requisite; basic, elemental, expected.

But jumping onto social media platforms without a roadmap would leave anyone feeling overwhelmed. Dialogue on social channels consists of a lot of noise. The challenge is in understanding how to tap into the right conversations. We have the tools and the expertise to show you how. Let's talk.