I really enjoy talking about all things digital and careers and most of the time I will be hoping these will be beneficial to someone in my network; Now, there will be times where the hard truths need to be said, this will be one of them.

Over the last few years I have noticed brief periods of time where the usage of one social network was slightly or drastically blurred with another. The two I am focusing on here are Facebook and LinkedIn and more in particular, the activity people generate on these.

I don’t choose to discuss these because I think they are simply wrong, I choose to discuss these because of the significant impact they have. I have always believed that if you want to send a particular audience a very specific message then you need to be as consistent as possible, something which isn’t possible if you’re not sending that message in the right place.

One more thing to consider is the personal brand in question.

Now by the wise words of Jeff Bezos, “your brand is what people say about you when you are not in the room”.

This still applies when establishing a brand online, except, it can be even more impactful as whatever has been done or said can be seen by far more people.

Considering the true power of today’s various social networks and the variety of people who use them, it is important that one safeguards the perception that is given to others when they are looking in from outside.

Now, we are talking about Facebook and LinkedIn and going back to my initial point, there have been many occasions where I have personally witnessed it being used in the same way Facebook is in terms of language and content. The fact is, the two are completely different from each other, a change which was imposed from the very beginning by its users.

Both LinkedIn and Facebook are used for marketing efforts by businesses and also individuals but the way marketing happens on both sides will always differ. Both sites are used to keep in touch with other individuals, the reasoning behind it however, will also differ. Both sites can be used for research but yet again, the results will be significantly different. I could go on all day but I will stop for now on the differences.

The bottom line is, LinkedIn is still a professional networking tool which should be used to facilitate career growth, finding opportunities, networking and keeping up to date with the ever changing markets. The moment you step through the door and create a profile, whatever you do will have an impact on that profile and how it will be perceived by others so blurring the line between professional and personal use is a dangerous move.

Protect your brand and say what needs to be said where it is appropriate to say it.

Cesar D R Vieira is an experienced Marketing professional with an extensive marketing and social media background having worked within a variety of sectors including but not limited to Automotive, FMCG, Digital, News, etc.

Through my proactive approach to the development of strategic relationships with all levels of organisations, I have been able to quickly adapt to organisations’ brand messaging and relaying this through the various Marketing and Social Media efforts, be it through the building of new and more appropriate channels or by refining content and developing thought leadership.

Given the vast knowledge I have acquired through the years through implementation and self-teaching, I am now able to provide support to individuals, small and larger businesses on best uses of various online assets to provide both further exposure to their products and services and also establish a successful brand.

https://www.linkedin.com/in/cdrvieira