When Employers Google Your Name, Does It Hurt Your Job Search?

I bet you’ve heard this job search advice: “Google your name so you know what recruiters and employers are finding out about you.” Seems reasonable enough, until you take into account that Google offers up personalized Google search results to each of its users.

This means the results Google delivers to Mr. Employer will probably not be the same results Google delivers when you Google yourself. And that could hurt your job search!

Why Personalized Google Search Results Differ From User to User

When Google selects and prioritizes search results, it takes into account several things in addition to the words (or name) the user types into his search window. Things such as:

• Keywords commonly used by the user who’s conducting the search
• The user's geographic location
• Information from the user’s Google profile
• Other tidbits of info Google has gathered throughout the user's online history

All this data influences the search results Google presents on the user's screen. And it influences the order in which the results are presented.

An Extreme Example of How Personalized Search Results Could Hurt Your Job Search

Let's say Mr. Employer uses the same computer for business and pleasure. Over the years his Google searches have included topics in his healthcare profession as well as his personal interests in golf, fly fishing, dating, travel, politics, reading, and other topics.

Your resume comes across Mr. Employer's desk as a potential job candidate. Before calling you for an interview, he decides to Google your name by simply entering your first and last names into his Google search window.

Now remember, when choosing what results to deliver to Mr. Employer, Google takes into account your name (which Mr. Employer entered) and Mr. Employer's online profile and his history of Google searches, including ones about his personal interests – that’s what makes it a personalized Google search.

Here are the search results Mr. Employer found, in this order:

1. A link to a blog post where you wrote a comment about all the time you spent on the golf course in Hawaii when you were supposed to be attending a professional healthcare conference. (Google “guesses” that Mr. Employer is interested in this because of his history of looking up golf trivia and his profession in healthcare.)

2. A link to your Facebook wall where a friend talks about your date with a golfing friend's friend who got drunk at a country club you went to, complete with a photo of her in your lap. (Google ranked this high on Mr. Employer's search results page because the post got so much traffic on Facebook and because the event happened at a golfing venue.)

3. A nasty tweet you sent about a political candidate who happens to be a proponent of Mr. Employer’s political views. (Google noticed this tweet because it got retweeted so many times, using the popular twitter hashtag #politics.)

4. A link to a YouTube video page that has a comment you wrote denouncing the healthcare products manufactured by Mr. Employer’s company. (Google easily drew the connection between the name of Mr. Employer’s company and your name in that comment.)

5. A link to Mr. Employer’s local real estate forum where someone with your name asked what would happen if he didn’t pay the overdue property taxes on his home. (It is not you or your town, but Google put your name together with Mr. Employer’s location and decided it was relevant to his personalized search.)

6. A link to a newspaper article reporting someone else with your name who was arrested for drunk driving in the town where Mr. Employer lives. (Again, Google connected the dots between your name and Mr. Employer’s home town, and assumed it deserved a spot on page one of his search results.)

7. A link to yesterday’s newspaper article about the murder of a police officer in your town with your comment offering sympathy to the family at the very bottom of an extremely sensational webpage with a long list of similar comments. (Google got it right that you wrote the comment. Unfortunately, because the comment is so recent, Google ranked it higher than your professional links on Mr. Employer’s results list.)

8. A link to a report in an important legal journal about a U.S. Supreme Court ruling in which one of the parties who was involved in an embezzlement case in your state has exactly the same name that you have. (Google probably selected this link due to Mr. Employer’s regular activity on political and media websites, in addition to your name appearing in the article.)

9. A link to a news piece about someone much younger than you who has your name and has just won a full four-year scholarship to the local college because he’s an outstanding student. (Again, Google has coupled your name with Mr. Employer’s interest in media websites to deliver an article that is not relevant to you or your job search.)

10. A link to Amazon for a book about fly fishing (Mr. Employer’s favorite sport), authored by someone other than yourself who has the exact same name as you.

11. A link to a directory of many people who share your name and live in places where Mr. Employer has traveled. None of the people listed are you.

Finally!!!!
12. A link to your LinkedIn profile! But unfortunately there are only 11 search results on page one of Mr. Employer’s results page so your LinkedIn profile has been bumped to page two, which Mr. Employer doesn’t bother to look at.

See how much Mr. Employer’s information influences the search results he gets from Google? Likewise, if another employer searches your name, his results will be determined by the information Google has on him. And when you Google your name, your results will also be different.

The bad news about personalized Google search:

• You don’t have full control over what an employer will find about you (or someone he may think is you).
• You can never be certain what his personalized search results are, because you can’t see his screen when he Googles your name.

The good news:
You’re not totally helpless! Follow Susan P. Joyce's 4 Ways to Manage Your Online Reputation, so that hopefully:

• Mr. Employer won’t find anything that would damage your job search.
• You can influence Google to place your best, most professional stuff near the top of page one – things like your LinkedIn profile, your website address, that professional article you wrote, and other relevant professional activities.

By the way, it’s not a bad thing for Mr. Employer to find your wholesome personal activities, especially because, thanks to personalized Google results, it’s likely that you and he share those activities. However, you really want your prized professional links to rank higher on Mr. Employer’s search results – the top three items on page one would be ideal – so they’re sure to be spotted.

The Long and the Short of It
Despite all your efforts, Google may still deliver undesirable results when an employer Googles you. But you can reduce your risk by never typing or uploading anything, anywhere online that you wouldn’t want an employer to see.

More Online Job Search Advice:
Online Reputation Management for Job Seekers
Don't Fail This Google Test. Get Your Resume and LinkedIn Profile in Sync
What Email Address Should I Use for My Resume and Job Search?

Make Your Professional Business Cards a LinkedIn Tool

A few months ago I attended the National Career Development Association (NCDA) conference. I brought home fifteen professional business cards from valuable career development contacts with whom I hope to collaborate on this or that project.

I decided to invite each of them to join my LinkedIn network as a way of reaching out for further contact. Sadly not one of those professional business cards had a LinkedIn address on it. And, to my dismay, I realized I had committed the same mistake: I'd handed out a gazillion of my own professional business cards that didn't have my LinkedIn address on them! That's when I said to myself sternly:

"You need to make your professional business cards work as a LinkedIn tool, not just an in-person networking card."

Of course LinkedIn has People Search, which I used to find almost everyone on those cards, but it took a good four or five minutes per card. Four or five minutes may not seem like a long time but multiply that by fifteen business cards and you'll see that that search-and-find project ate up more than an hour of my time. On a really busy day I would have put that chore off for later, which could have meant weeks.

Most employers and recruiters are too busy to spend that kind of time searching for someone on LinkedIn, unless the job seeker has already shown he's worth the investment.

Do you have your LinkedIn address on your professional business cards?
If not, think about putting it on there. (I added my LinkedIn profile address to my cards!) Doing so will make it quicker, easier, and therefore more likely for recruiters and employers to use it as a LinkedIn tool to find and connect with you online.

More posts on LinkedIn and your job search:
The Power of My LinkedIn "Update" -- Easy One-Minute Networking!
Important Social Network Tool: How to Write an Email of Introduction
How to Say "I Do" to a LinkedIn Invitation
How to Upload Your Resume to LinkedIn

Don't Fail This Google Test. Get Your Resume and LinkedIn Profile in Sync

We’ve all read how often employers and recruiters Google job seekers. They definitely do! And, often one of the first things Google shows employers is a link to the job seeker's LinkedIn Profile. So, expect that your LinkedIn Profile and your resume will be compared. Continue reading...

The Power of My LinkedIn "Update" -- Easy One-Minute Networking!

Six minutes after I typed a message into my Update window on LinkedIn, I got two responses asking more about what I was doing. My message was simply that I was attending a professional conference in San Antonio, Texas last week. A few minutes later I set up a time to meet my two online colleagues face-to-face at the conference!

Week-before-last, one of my updates solicited a response that gave me some good advice, which in turn enriched the blog post I was writing.

Awhile back, I used my Update window to ask if someone could help me with a Powerpoint presentation. My friend Bob read it and sent me a link to just the right information.

Ask and ye shall receive. Don't ask, and.. well it probably ain't gonna happen.

How do people see your LinkedIn updates?

• If they go to your profile page.
• If they're connected to you and they get the weekly update email.
• If they're connected to you, they'll see your update in the list of updates from all their connections on their LinkedIn homepages.

LinkedIn expert, Brenda Bernstein, recommends everyone post an update to his or her LinkedIn profile at least once a week. She's right. There's power in that little Update window, and it's the easiest one-minute networking you can do.

As a job seeker, what updates have you posted that made a difference? What update will you post this week?

2 Resumes You MUST Have: Magnet Resume and Grabber Resume

In today's job market, most professionals need two resume versions: a Magnet Resume and a Grabber Resume. What's the difference between these two resumes? And when should you use them? Continue reading...

Important Social Network Tool: How to Write an Email of Introduction

Most job seekers spend a lot of time networking online through LinkedIn, Facebook, and other social networks. Email introductions are becoming more common, as one person will want to introduce two friends or associates. It's one way we build our professional social media networks, so it's good to know how to make those introductions effectively.

Here's a template for an Email of Introduction Continue reading...

Networking to Find a Job

This video, Networking to Get a Job, from the AARP's Job Search website, explains who to include in your in-person and online network. It also talks about how to approach members of your network to ask for job leads and how to create an "elevator speech" for networking introductions.

Take a peek:

The Latest Scoop on Job Search and Resumes: An Interview with Susan Ireland

What job search techniques should you be using to succeed in this job market?
What is the best way to get your foot in the door for a job?
How has the role of resumes changed in the last several years?

See my answers to these questions in my online interview, Susan Ireland Discusses Resumes And Job Seeking In A Dynamic Marketplace

How to Upload Your Resume to LinkedIn

LinkedIn has made another big step toward becoming the major job search player on the Internet. Now you can upload the Word version of your resume to your LI profile so recruiters and employers can download it with one click. Continue reading...

#1 Job Search Value: 2nd Degree Contacts on LinkedIn

The power of LinkedIn is in the second degree. When scouring LinkedIn for a job opportunity, look for a second-degree contact with hiring power. Then ask your first-degree contact to introduce you! This type of referral implies a recommendation, which can serve you very well.

How to Find a New Job on LinkedIn
This video by InstruxionAE demonstrates the three steps to get connected to your next job:

1. Determine what type of job you want, what job titles represent that type of work, what types of organizations might have those job openings, and what job titles (managers and recruiters) have hiring power for that job.
2. Use LinkedIn's Advanced Search function to find hiring managers and recruiters for the type of job you want, paying special attention to anyone who is your second-degree contact. Make note of the first-degree contact who is associated with your second-degree contact.
3. Ask your first-degree contact to introduce you to the hiring manager or recruiter via email.

For clarity on these steps, watch the video:

20 LinkedIn Subgroups to Tighten Your Job Search Focus

LinkedIn Groups is a great way to focus your online job search. Joining LinkedIn Subgroups (groups within Groups) can greatly increase your chances of meeting people who can help with your job search.

A Subgroup is usually created as a Regional, Professional/Industry, or Special Interest category within a Group. Most groups have Subgroups. To join a Subgroup, you must be a member of its parent Group, which is easy and free to join.

John Truiller of the Job Openings, Job Leads and Job Connections! Group explains two reasons to join one or more Subgroups in his Group:

1. Each Subgroup contains it’s own “Jobs” tab and has its own job postings, which may not appear in the Main Group
2. It is easier for human resources, staffing and recruiting professionals to target you if you’re in your chosen Subgroups

20 LinkedIn Subgroups for Your Job Search

As an example of how Subgroups can refine your job search, take a look at these Subgroups in the Job Openings, Job Leads and Job Connections! Group.

Regional Subgroups

- U.S. Jobs
- Europe Jobs
- Canada Jobs
- India Jobs
- Asia Jobs

Professional/Industry Subgroups

- Executives and Managers
- Information Technology
- Marketing and Sales
- HR, Staffing and Recruiting
- Project Management
- Media
- Finance
- Telecom
- Health Care
- Retail
- Real Estate

Special Interest Subgroups

- Top Candidates for Jobs
- Contract Jobs
- Networkers
- Business Owners

I'm partial to the Job Openings, Job Leads and Job Connections! Group because I run its Featured Discussion ** Let's Talk Resume **. For other LinkedIn Groups I recommend see Top 24 LinkedIn Groups for Job Search.

What LinkedIn Groups and Subgroups do you find helpful for your job search? Tell us in the Comments section of this post.

Other posts related to LinkedIn Job Search:

LinkedIn Profile Help from a Social Media Expert
List LinkedIn Groups on Resume
Quality vs. Quantity on LinkedIn
You-Know-Who on LinkedIn

Should I Put a Job Objective on My Resume?

In my Discussion on LinkedIn a job seeker asked, "Should I put a job objective on my resume?" Here's my answer: Continue reading...

** Let's Talk Resumes ** Discussion on LinkedIn

Have a question or want some feedback on your resume or job search? Join me in the Featured Discussion "Let's Talk Resumes" in the LinkedIn JOBS group.

It's a Group Thing
Everyone in the group is free to talk about their job search and offer help to others in the group. I post a short article each week and do my best to respond to others' comments. Think of it as an online support group for job seekers.

To participate, you must be a member of LinkedIn and the JOBS group. It's easy and free to join, so please do. We want to hear about your job search!

How to Say "I Do" to a LinkedIn Invitation

We live in a click-happy world. We easily click "Yes" to accept an online money transfer, click "No" to deny a bad date request; then we move on to the next pressing detail of the day. But there's one time when the quick click of the "Accept" button might not be all you should do to say, "I do." Continue reading...

2 Lazy LinkedIn Invitations That Can Burn Bridges

I don't like getting generic LinkedIn invitations from people I don't know. Unless an invitation speaks specifically to me, I usually delete it.

You see, I want my network to be filled with people I know by name or I've had enough interaction with online to develop a sense of commonality. I'm not interested in accumulating a huge number of connections. I'd much prefer to have quality over quantity.

So rather than take the time to look up the email address of a stranger who's sent a generic invitation, and send him a personalized message like "No thanks because I don't know you," I often just click "Delete." After all, if someone's so lazy he sends me a generic message, why should I extend myself to him with a personal note?

How might a generic invitation hurt you?
When your recipient opens a LinkedIn invitation, she has a few buttons to chose from for her response. One of these buttons is "I don't know this person." If the recipient clicks that button, LinkedIn will never allow you to send another invitation to that person in the future. This could be a serious consequence if the person is important to you professionally.

If you want someone to accept your LinkedIn invitation:

Don't send her the generic LinkedIn invitation that reads:

I'd like to add you to my professional network on LinkedIn.
- So-and-so

Don't send her the double generic invitation that reads:

So-and-so has indicated you are a fellow group member of such-and-such group:
I'd like to add you to my professional network on LinkedIn.
- So-and-so

Send her a personalized message that has absolutely none of the above in it. Write a message that says one or more of the following:

• How you know her
• The name of someone in your network you both have in common
• What you know or what you've read about her, and how it made a difference in your life
• How you'd add value to her network

It should be a simple email that comes from your sincere effort to connect with this person, not because you want to have a gazillion connections, but because you really have a sense that you and this person can support each other's professional efforts.

Good invitation examples
LinkedIn invitations can be a maximum of 200 characters, so choose your words carefully to make the right impact. Here are some examples of LinkedIn invitations I think do a good job of influencing the invitee to click "Accept."

Example #1
Your name is familiar although I'm not sure if we've officially met. I'm a friend of so-and-so's, and am a such-and-such professional in the name-of-city area. Would you like to join my network?

Example #2
Your name comes up on my LI homepage as someone I should meet. We have a second degree connection through so-and-so. Please see her recommendation on my profile. Would you like to join my network?

Example #3
I would like to add you to my network because we share more than five first-degree connections in our professional field. We also belong to the such-and-such group where we both are active.

Example #4
We have several contacts in common including so-and-so. I've started to read and tweet about your blog, such-and-such. I'd like to invite you to join my LinkedIn network.

Have you received or written some outstanding invitations? Make them anonymous and share them with us in the comments section.

Other posts that address how to manage your LinkedIn account:

Top 24 LinkedIn Groups for Job Search
2 Ways to Add * Bling * to Your LinkedIn or Facebook Profile
LinkedIn Profile Help from a Social Media Expert
Quality vs. Quantity on LinkedIn

Top 24 LinkedIn Groups for Job Search

Here's my list of top 24 LinkedIn groups for job search. Can you add any?

To access posts in these groups, you have to be a LinkedIn member. In the top menu, select Search Groups, enter the name of the group you're interested in, and join the group. You'll have access to the group's content once you've been approved as a member.

Top LinkedIn Groups for Job Search

A Job Needed - A Job Posted
About.com Job Search and Careers
Career Change Central
Career Rocketeer / Career Launch Network
CleanTechies Around The World
Consultants Network
Corporate Recruiters. #1 Group for Corporate Recruiters.
E-Recruitment Group (Post Jobs) (Post Resumes)
Executive Suite
Financial Services Career Center
Indeed.com
JibberJobber.com
Job Interview Mastery
Job Openings, Job Leads and Job Connections!
Job Search
JobAngels
JobsDirectUSA
Linking The LaidOff
Looking for a job?
MBA Highway | MBA & Recruiter Network
Renewables Job Market
ResumeMaker Career Network
Star:Candidate for Hire
The Talent Buzz

Please tell us what groups you value.

More posts about how to use LinkedIn for your job search:

2 Ways to Add * Bling * to Your LinkedIn or Facebook Profile
LinkedIn Profile Help from a Social Media Expert
You-Know-Who on LinkedIn
List LinkedIn Groups on Resume

2 Ways to Add * Bling * to Your LinkedIn or Facebook Profile

Ever wonder how people put stars, bullet points, and other symbols in their LinkedIn profiles? Here are two techniques for adding a little bling to your profile.

The following was sent to me by Alex Fogel, and is reprinted here with his permission.

How to insert symbols into your LinkedIn or Facebook profile

Option #1: Copy and paste the symbol from someone else's profile.

1. Find someone’s profile that has the character you want to include in your own.
2. Drag your mouse over the character and press CTRL + C to copy it.
3. Open your profile and select the “Edit my Profile” tab.
4. Paste the selected character where you want it to be inserted by pressing CTRL + V.
5. Save the changes to your profile and view the results.

Option #2: Copy and paste from the Character Map.

1. Click on Start + Programs + Accessories + System Tools + Character Map.
2. Select a full character set font, such as “Arial.”
3. Scroll through the characters until you find the desired symbol.
4. Double-click on the character or click once on “Select.”
5. Copy the character by pressing CTRL + C or click once on “Copy.”
6. Open your profile and select the “Edit my Profile” tab.
7. Paste the selected character where you want it to be inserted by pressing CTRL + V.
8. Save the changes to your profile and view the results.

Thank you, Alex, for sharing these instructions with The Job Lounge! Now we can add stars, smiley faces, and all sorts of bling to our profiles.

Seriously, I recommend a conservative approach to using symbols. As on a resume, symbols such as bullet points, arrows, and dashes are great for breaking up chunks of text, and visually telling the reader "this is quick and easy to read." But going over board with stars and flashy symbols may not have a positive effect.

If you want bullet points (which I think is the most tasteful symbol), feel free to copy one from the Experience section of my LinkedIn profile. By the way, the bullet points in the Current, Past, Education, and Websites sections are created automatically by LinkedIn and can't be copied.

Job Loungers, what symbols you like to see in online profiles?

Want more advice for your LinkedIn profile? Here you go...

LinkedIn Profile Help from a Social Media Expert
You-Know-Who on LinkedIn
Your LinkedIn Profile *STATUS BAR* – Tips for Job Seekers

LinkedIn Profile Help from a Social Media Expert

Want to make the most of your LinkedIn profile? It's not hard to do... if you know how. In this interview, Brenda Bernstein, LinkedIn expert and owner of The Essay Expert LLC, explains exactly how to make your profile pay off.

Question: What are the three most important things to do when creating your LinkedIn profile?

Only three? Oh my, there are so many. But I’ll give it a shot:

1. Be aware of the first 3 things anyone sees in your profile: Your photo, your headline, and your status bar. To that end, get a good head shot; write an informative and catchy headline and update your status bar frequently with useful and relevant information.

These three items are not throw-aways. Give them the attention they deserve.

2. Be clear about who you are, what you have to offer, and what your purpose is in having a LinkedIn profile. Utilize that clarity in every section of your profile, and especially in your Summary section (the next most prominent piece of your profile after your photo, headline and status bar).

If you own a company, be sure to distinguish who you are from who your company is. Otherwise your readers will be confused. And you don’t want that. They might stop reading.

3. Learn everything you can about LinkedIn. Learn what applications are available and how to make the most out of your LinkedIn profile. There are lots of great articles out there. Do some research! And if you don’t have time to do the research, hire someone to do it for you and maximize the effectiveness of your profile.

Question: What are the most common mistakes people make when writing their profiles?

I wrote a blog post on this very topic: Your LinkedIn Profile, 10 Most Common Errors and Omissions. Perhaps the common denominator is that people do not put time and energy into creating the best LinkedIn profile possible. Many people do not take their LinkedIn profiles seriously – which is a serious mistake.

It is becoming more and more essential to treat your LinkedIn profile like a job application or marketing tool. Anyone interested in who you are will go to LinkedIn to find you. You don’t want them to find a weakly presented profile. Make your profile a great one and distinguish yourself from the field!

Question: Is it really important to have a photo? What about discrimination?

LinkedIn is a networking website. Would you go to a live networking event with a bag over your head? I doubt it. So why would you hide your appearance on LinkedIn? If your concern is that you will be discriminated against, consider that if you obtained an interview the employer or recruiter would meet you in person anyway and have an opportunity to discriminate against you then. I’d like to think that employers follow the law and do not make their judgments based on illegal factors, but even if one did, would you want to work for that employer?

Although I wrote in my blog that I understand people have privacy concerns, I really don’t see an upside to posting a profile without a photo.

Question: How long and detailed should your profile be?

The answer to this questions depends on your current goal. Are your past work experiences relevant to that goal? If not, leave them out or write very short summaries of those jobs.

As you would do with a resume, list achievements that will impress your intended readers. But there’s no need to recreate your entire resume unless it’s relevant.

The length of the Summary statement is limited to 2,000 characters and I recommend using a good part of that limit. The Summary is where you can put your keywords for Search Engine Optimization. This is not the place to skimp!

Have 10 recommendations if you can. Depending on your goals, you may want more than that. The nice thing about the number 10 is that it allows you to join the Top Recommended Group on LinkedIn where many talented professionals are lurking!

Attention spans are short, so no matter how much you write, write it well.

Question: Do you recommend listing your email address in your profile? If so, where and how would you put it?

My personal strategy is not to list my email address, but instead to encourage people to visit my website and contact me through there. I also set my LinkedIn contact settings so that I can receive LinkedIn emails from anyone, not just from people in my network. That way I can determine whether the person is someone I would like to give my direct email address.

There are rumors brewing that LinkedIn is shutting down profiles that include an email address. I don’t know whether those are true. Many people do include their email address in their profile, and it definitely invites connection. If you are willing to receive spam then I see no other downside to listing your address, other than perhaps the fabled LinkedIn crackdown. If you choose to include your address, you can put it in your Summary section or in your Contact Settings.

Question: How often should you update the "Status Bar" section? Why?

Update your status bar every few days if you can. If you are a job seeker it shows recruiters and employers that you are actively and regularly putting energy into your job search, and models for them that you will be on the ball on the job. If you own a business it shows potential clients that you are available and in communication.

An old, dusty status bar reflects that you are not serious about whatever you are up to, or that you have let your guard down. See my articles Your Linkedin Profile Status Bar: What Do You Want Them to Know and Your Linkedin Profile Status Bar: Tips for Job Seekers.

Question: What do you offer in your LinkedIn profile reviews?

I go through every section and every word of your profile and give you my feedback and line edits for you to implement. I let you know whether you are presenting yourself in the best light possible and provide suggestions for how to do it better. I even go through every recommendation to make sure there are no errors, and I send you suggested edits for you to send to your recommenders. I leave no stone unturned! If you need more in-depth retooling of your profile and want me to work on that with you, I have a separate hourly rate for that service.

For recommendations of my LinkedIn profile review service, see my LinkedIn profile.

To purchase your LinkedIn profile review, go to my website, The Essay Expert. My current fee is $50. I am offering $10 off my regular price for the first 10 people who mention Susan Ireland’s Job Lounge blog. I look forward to hearing from you and to creating your professional LinkedIn image!

Do You Know Where Your Spell Check Is?

Don't give a recruiter or employer an excuse -- such as poor spelling -- to toss your resume or click Close on your comment after a blog post or LinkedIn question. It's important to have perfect spelling in your resume, cover letter, and online communications because spelling mistakes send the message that you're careless. Continue reading...

Oh No! Not Networking!

What are the best ways to develop a network and keep it working for you, whether you're looking for a job or not? This video, by Patra Frame, gives excellent advice for networking in person and through online social networks like LinkedIn and Facebook.