Suppose we were meeting for the first time. What would you think of me if I handed you a blank business card?

Yet, that is exactly what happens when you follow someone on Twitter and you haven't taken the time to properly complete your own Twitter profile. You've handed me a blank business card and in the process wasted an opportunity to make a favorable impression.

How do I define "properly completed profile?" Start with the basics: A current photo or avatar along with the basic pieces of data that will be displayed. For Twitter, this is your name, location, a URL that points to more information about you, and a brief, meaningful bio. I recognize that not everyone wants to divulge this much info: In this case, something like "Montana, USA" is fine.

Here's the point: I review each new follow personally, and a lot of other people do too. The value of connecting on Twitter (or any other social network) goes well beyond assembling a megaposse. It's about understanding who I am adding to my network so that I am able to tap *your unique skills* and then share with you my unique skills as they apply to your situation. I can't live up to my end of the deal if the only thing I have to go on from you is a blank profile.

In "Social Media Marketing: An Hour a Day" I emphasize the importance of completing social profiles. On Linked In, they have a little bar graph that shows you how complete your profile is. When we build social applications we include this type of feature, precisely to encourage completing enough of your profile so that others who find you can learn about what makes you special.

Take a minute today and review your profiles, across your networks. You'll be amazed at how many more people "friend" or "follow" you as a result. It may well be the most important minutes you spend investing in yourself and how others see you.

You've probably seen "JanetatExxon," the brand jacking of ExxonMobil's corporate identity on Twitter. The message to brands and brand marketers ought to be clear: Start monitoring the Social Web, and take a minute now to at least secure if not invest in your social presence as new networks and services open up. OK, maybe you can't be in all of them...but places like MySpace, Twitter, Facebook, LinkedIn...are all big and mainstream enough that you should be paying attention to these.

Which brings me to this post about a recent Facebook episode that is still unfolding. You can read the details by following the link: The short story is that a bunch (make that a big bunch) of college alumni pages on Facebook have been co-opted for potential use as forced marketing platforms. Check it out, especially if you are involved with higher ed marketing.

Again, the message is clear: Take the time now to sort out your social presence, and begin securing the many references to your brand, ideally before they are used by someone else for something you;d have never done, much less want associated with your brand as if you had.

Driving in to the office this morning NPR's feature focused on the use of social marketing and the role that social content plays in changing behavior and encouraging smart choices by instilling confidence. A timely topic, no doubt.

To be sure, no one has money to waste on poor products: good time or bad. In challenging times the need to make smart economic choices is all the more important for an larger share of your audience, and therefore it's all the more essential that you provide your customers with the information they need to make a smart choice.

What's the easiest way to do this? Participate in social media, and help your customers put your own best foot forward. In Chapter 10 and Chapter 11 of my book, "Social Media Marketing: An Hour a Day" I provide practical and hands-on steps for doing this along with the industry best practices and links to proven resources.

Check it out, and show your customers the way to the confidence they seek.

When considering social media and marketing applications, a lot of us focus on the content--a YouTube video or a blog post--or an online place where people congregate--like Facebook. That makes sense, too, given the way we behave in the real world: As marketers, we create content and then put it in places with lots of traffic, where it will get seen.

There's another aspect of social media, and more correctly of the Social Web itself, that I believe is much more important. To be sure, content is important: You need to say, do, or show something if you want to participate in a conversation. And true as well, it would be great if others joined with you. "But wait," as we say in marketing, "there's more."

Back from Ad Tech in New York last week. Another excellent show, as always (disclosure: I am a prior Ad Tech Advisory Board member). Most notable for me was the extent to which savvy brand managers are now adopting and using social media.

My friend and colleague Andy Sernovitz is presenting a great social media and marketing seminar. It features excellent examples of successful social media implementations, and shows you how to apply the tips and best practices that i talk about in "Social Media Marketing: An Hour a Day". Among the topics covered are these essentials:

• Measuring ROI
• Obtaining buy-in from management
• Managing legal and HR issues

And that's just for starters! With brands like Home Depot, Wal-Mart, and UPS there is something here for everyone. Even better, you can save some money: I've got a special promo offer for you that helps me promote my new book, "Social Media Marketing: An Hour a Day". It gets you a deal on the admission and *free copy of the book* at the same time. Here's what you do:

1. Go to http://www.gaspedal.com/blogwell
2. When you sign up, use the discount code davebookdeal (all one word)

That's it. In the single click of a mouse you'll save 15% off the seminar fee, get a free copy of my book, and be on your way to developing and implementing a solid social media plan.

I was asked recently about my passion in social media by fellow Austinite and author Scott Allen. My quick answer: I wanted my son, now 7, to grow up in a world with less interruption and access to better information with regard to making a smart choices.

My new book, "Social Media Marketing: An Hour a Day," is for marketers wanting to combine social media skills and expertise with their existing, established capabilities. Much of the book is based on my experience as a marketer and product manager, positions where success is largely dictated by what others, outside your direct span of control, think of you. That is, more or less, how the Social Web works.