Now that Tim has laid the foundation for his job search, it’s time to raise his online profile by engaging and participating on the social media platforms so that others recognize his talent, intelligence and potential.

Most professionals start their social media participation on LinkedIn. It’s the social media platform most closely associated with professional pursuits and employment, so it makes sense for Tim to start there also. While Tim has completed the essential task of creating and populating his personal profile, even securing recommendations, the next step is just as important: join professional Groups to engage with others in your field.

Perform a quick search on your profession – sales, marketing, finance, healthcare – and review the list of Groups available. Narrow your search by inserting your city’s name in the search string. “Cleveland Networking” returns a much more precise list than the broader term “Networking.”

Then simply join some Groups. Visit their pages to see what types of conversations they’re leading. Find one that’s interesting to you and join the conversation. Provide your opinion, your insight and your expertise to the topic of the day. Become visible.

Do the same on Facebook. Search for professional groups that interest you, become a Fan and follow their posts, adding your own comments regularly.

If you’re new to Twitter, visit twellow.com where Twitter users are indexed by their professions and specialties. With a click you can follow the thought leaders in any field and start receiving their tweets in your twitter stream. Click over to their Twitter profile to see who they follow and who’s following them, then follow the same people and start engaging with these professionals.

It won’t take long for your name to be recognized and for you to develop relationships with successful, networked professional in your industry who have the capacity to inform you of job openings and introduce you to others who can help you in your job search.

This week starts a new real-life real-time experiment detailing the job search efforts of Tim Krenn, a Cleveland sales executive who like millions of Americans recently found himself out of work and in need of a new job.

Tim approached me a couple of weeks ago asking for advice on how to refine his resume and get the word out to prospective employers who might be interested in meeting him. The more we spoke, the more apparent it became that Tim didn’t just need a better looking or more adroitly phrased resume, he needed a job search strategy that encompassed personal branding, networking and effective use of social media.

I’ve known Tim for nearly 20 years, and I’ve worked with him professionally, so I know how talented he is, I could see the enormous amount of see the untapped potential that could be released with the right strategy and disciplined and consistent tactical execution.

We’re going to be documenting the advice that we provide to Tim, discussing why we’ve selected the strategies, platforms and tactics that we pursue, and track the results of our efforts until Tim lands a new job. It could be six weeks or six months, but we’ll be there to document the highs, the lows, the technical challenges, the mistakes and hopefully the ultimate success.

And as a starting point, I’ll share with you exactly how I started with Tim. Laying the social media foundation that will enable you to create and distinguish your personal brand, build your personal network and start engaging online with professionals who have the capacity to recommend or even hire you.

So, let’s start at the beginning and start building your social media persona.

First steps: create identities for yourself on the three big social media platforms: LinkedIn, Facebook and Twitter.

Don’t feel overwhelmed by the fact you don’t know how to use these platforms yet, you don’t know how to build a network and you think that Facebook is for teenagers and Twitter is time wasting text messaging. They’re all simply tools that you need in your job search toolbox right now. We’ll learn how to use them effectively later.

Second, find a terrific professional headshot that you can use on all your social media platforms. I want to make sure you heard that: pick one headshot to use across all the platforms. The same picture. This is all related to personal branding and your creation of a brand image that is unmistakably you.  And there’s a reason that I qualify the shot as a headshot, not a full body shot or a full torso. The photos on social media sites are often displayed at 40×40 pixels. That’s tiny, and if you use a large shot, you’ll be unidentifiable.

It’s also crucial that you select a photo that conveys the appropriate professional image. This means that your shot should capture you dressed as you would for work, not at a party or a wedding, not with your spouse or kids and not a grainy shot you grabbed from your laptop’s webcam. Your photo may be the single most important visual element in your entire personal branding effort, so take the time to get it right.

Third, and finally for now, think what topic you can write about and contribute professionally on your own blog. What’s your area of expertise? Where have you had your greatest successes? What aspects of your profession get you excited? Write down some ideas, because your professional blog will serve as the focal point of your job search, will provide the content you need to display your expertise, generate conversations, feed your social media channels and position you as a leader in your field.

So, get busy, start thinking, because tomorrow’s topic is going to be all about the blog as the central element in your job search.

The Wall Street Journal published an article yesterday that described how many major search firms actually keep a blacklist of candidates that they would never consider for any job opening.

Typically, these firms add candidates to their blacklist who have exaggerated their qualifications, pitted recruiting firms against each other, received negative references or performed badly during the search process.

Previously, having your name blacklisted at a single search firm may not have affected your ability to find a new position, but with the proliferation of social media platforms, including industry specific social networking sites, your poor behavior won’t be limited to a single recruiter, but has the potential to be broadcast to a national network of recruiters.

Recruiters spend their entire day on the phone and online chatting with prospective candidates, checking references and engaging with other recruiters. They are professional communicators who have the ability to broadly disseminate negative information about any candidate who lied to them, falsified their accomplishments or behaved deceptively.

Job seekers often feel pressured to enhance their education and their professional achievements to merit consideration for a new job. However, it’s easier than ever to verify the details of a candidate’s background and once caught in a lie you may destroy the prospect of being considered by any recruiting firm. For years, perhaps forever.

The same social media platforms that allow you to reach recruiters all around the country with a single tweet also enable them to check on your qualifications and professionalism. If you’re honest and open, you’ll have nothing to worry about.

1. your education doesn’t match your claims – it’s amazing how many job applicants lie about their education credentials, despite the ease with which these can be checked. And some people make it easier than ever when their Facebook or LinkedIn profile lists an education background that doesn’t match the information on their resume. If there’s any discrepancy across your profiles, it will appear as though you’re lying. Be complete and completely truthful.
2. photos of you in compromising situations – you’ve gone through the interview process, and the hiring decision comes down to you and one other candidate. You have a photo page displaying you chugging from a beer bong, passed out at a friend’s party and carousing in Cancun. The other candidate only presents circumspect shots of gatherings with family and friends, without any hint of drunkenness or out of control behavior. Which of you is the safest hire? It’s essential that you sanitize your photos, untag yourself from unsavory photos in friends’ photo albums and set up privacy constraints that restrict access to your personal photos. Examine your profile as an employer would and remove any item that could be compromising.
3. lie about qualifications – again, your online personal profiles frequently contain a wealth of information about previous jobs, dates of employment and job titles. If they don’t match the information you provided your potential employer, you’re out of contention. It’s also important to know that if you have a blog – whether personal or professional – your prospective employer will likely read that also to gauge your appropriateness for hire. And if your blog posts about your job don’t match the details you provided the potential employer, you’ll be perceived as deceptive.
4. badmouth employer or staff - the Internet is forever. Too many job seekers forget that inconvenient fact. The blog post, tweet or comment that you wrote last year blasting your former employer, revealing personal details about your boss or abusing your coworkers will never disappear. Intemperate comments will raise questions about your judgment, discretion and temperament, so be careful in your postings. When in doubt, don’t hit “Submit.”
5. discriminatory comments – any comments that you make online that can be interpreted as discriminatory, racist or sexist can eliminate you immediately from consideration. It doesn’t matter if you think you were being funny, sarcastic or ironic. Companies are risk averse, and simple won’t take the risk of hiring someone with discriminatory attitudes. Any comment you make in a public forum, like Twitter, or on your Facebook wall will be reviewed and judged so it’s best to refrain entirely from making incendiary or offensive comments.

There are ways to protect personal contact on most social media platforms. Facebook, which contains the most personal information, allows you to determine precisely who gets to view your wall posts, profile information and photos. Users can create multiple lists of friends, some who have all access permission while others have restricted access to a small subset of your online content. Learn how to manage your privacy settings, sanitize your online photos and, above all, simply tell the truth.

The explosive growth of Facebook and its use for both personal and professional networking has revealed some cautionary tales from individuals who didn’t anticipate the damaging potential of too-familiar, vulgar or offensive profile content.

The destructive potential of an artless profile was revealed last week in a post written by Cleveland blogger clevelandsaplum. Her post detailed a candidate search for an addition to their public relations staff. After the first round of interviews, one candidate stood out as the clear favorite. But when the staff did a quick Google search and checked out his public Facebook profile, he lost any chance of being invited back.

Visible to anyone with access to Facebook, and shielded from no one was this stunning paragraph:

About Me:
I am awesome. I run sh**. I had relations with your girlfriend, and yes I got it on tape. I scoff at those less fortunate than me (read: everyone else). I tend to laugh at the handicapped as well as foreigners. I am a firm believer that women are without a doubt the weaker sex. I know more than you. I am a ridiculously huge deal. I’m utterly gorgeous, you (most likely as a result of terrible genes or an unfortunate run-in with the business-end of a shovel) are not. I make fun of ugly people, because they are ugly and they deserve it. My social life is clearly something that you will never experience because you are ugly, unpopular, or a severe combination of the two. I throw sh** onto my neighbor’s porch because I am better than them and they can’t do sh** about it. My friends are also better than you and they will let you know it. I break other people’s stuff. I do whatever I want without any regard for the repercussions. I intentionally ruin the environment via littering, not recycling, and other harmful action. I am an ass****.

Although it’s likely that this individual was attempting to be sarcastic and humorous, his description was highly offensive to those who viewed it within the company and it raised flags concerning his judgment and discretion. And in a heated competition with a dozen other qualified applicants, this was reason enough to eliminate him from consideration.

Now, go check out your own social media profiles and see if you’ve written anything that could offend or concern a potential hiring manager.

Then read these instructions to sanitize and protect your online reputation. Customize your privacy settings to restrict access to your personal information. Segregate all of your contacts into different lists, each with differing levels of access to your updates and photos. At a minimum, you should have a Personal list for your closest friends and a Professional list that allows you to connect with professional contacts but doesn’t grant access to all the intimate details of your life. Prevent photos tagged with your name from appearing in anyone else’s feed unless you specifically approve it. And restrict your personal updates solely to your close, personal friends.

Take control of your personal brand and online reputation before you become a cautionary tale yourself.

So, how can you build your personal network and increase your chances of finding your ideal job?  Here are some quick tips:

1. Create a blog that centers around your professional expertise. Then fill it with posts. Done right, your blog will be more effective than any resume in communicating the level of your professional knowledge and insight.
2. Make sure the name or tagline of your blog clearly conveys your special professional skills.
3. Create a series of posts that teach me something about what you do. Include pictures, diagrams, samples and even a portfolio of your most effective work product. No matter what your specialty, from driving a truck to running a hedge fund, there is plenty of material you can create to educate others.
4. Read and comment on other bloggers’ sites. Every day.
5. Let the other bloggers in your industry know you exist. Send them your posts. Start a conversation. And ask them to add your blog to their blogroll so the search engines find you and rank you.
6. Go to industry events. Go online and check the monthly schedules for all the professional organizations in your area. Then attend with a pocketful of business cards that includes all of  your social media contact information.
7. When you meet someone you’d like to work for, follow them on every social media channel. Read their blog, follow their tweets, read their LinkedIn profile. Learn everything you can about them so you can stay in touch and send them articles and links you know they’ll be interested in. Help them and there’s a good chance they’ll help you.
8. Follow staffing and recruiting professionals on Twitter, facebook and LinkedIn. Their blog posts and tweets are full of useful information that can help you refine your resume, hone your interviewing skills and alert you to job openings.
9. Clean up your online networking profiles to ensure that there is nothing embarrassing or potentially offensive. No photos of you drinking, smoking or engaged in any potentially disturbing activity. Untag yourself from any potentially offensive photos that exist on any of your friends’ photo pages. Remove any offensive or vulgar language. Then modify your privacy settings so your most personal information remains private and unseen except by your closest friends.
10. Search for and connect with similar professionals on all the major social media platforms. Start conversations with them, participate in online forums and contribute to their groups. Create a Twitter list that includes only these professionals so you stay focused like a laser beam.

Remember, by leveraging these social media platforms, you get a chance to reach not only your contacts, but the entire constellation of contacts that are just one or two degrees removed from you. And you never know who’s hiring.