Facebook: an exercise in personal branding

I joined Facebook in 2005, at a time when the only people using the social networking site were those affiliated with a college or university. Today, it's captured pretty much everyone.

It's used to catch up with old friends, to share photos and exchange information and ideas, but in recent months I've been looking at the wider implications of Facebook and how it's used as a free and convenient way to market and brand you we've become and to put forth a public image of our own creation.

Branding is used in business as a way for the public to easily identify organizations. The words and images that the company puts forth in an effort to create its image are the things that remain in the public consciousness. It also determines our views of these companies. I'd argue that much in the same way it works for business, people use Facebook in much the same way. Some people have a better handle on this, while others have no problem sharing their nice, and not-so-nice moments with their public, however they've defined it.

The information people post allows them to create a public image of themselves. This image can be tailored to portray themselves as partiers, perverts, professionals or parents. It's all in the hands of the individuals.

Facebook allows users to tell readers what they're doing at the moment, change their relationship status, post photos, join groups and create events. Put them all together, and, over time, people brand yourself, whether they realize it or not. I've got a "friend" who joins "hot girl" groups and another who is working toward a career in business and updates her photos each week with images that show too much of her "business." Their personal branding forces me to judge who they are as people, even though I don't consider myself to be judgemental in my day-to-day life. In addition, I've actually dumped a "friend" (twice in fact) for his personal choice to join a group that I found particularly offensive.

Make no mistake, we do judge people by what they reveal and the affiliations they choose to align themselves with on Facebook. It's personal branding for the 21st century.