How to tame social media? Be childish!

Two friends, Dani Burns and "Mac" MacArthur, are on a social media panel tonight discussing "taming the beast of social media." I have a few thoughts. Namely, don't be a spectator.

That runs counter to our instincts. Like Chauncey Gardner in "Being There," we "like to watch."

Clay Shirky wrote in the recent book "Cognitive Surplus" that Facebook is replacing TV. I think that's true in how and when we spend time. But the medium is not cool. In fact, it's best when heated.

People on Facebook think they want freebies. Sweepstakes and giveaways draw fans in huge numbers. But social media behavior -- such as the building of Wikipedia -- shows that they really want something to work on -- a puzzle, a game, trivia, a discussion, an angry debate. People on Facebook think they want to read and watch cool stuff. They approach it like legacy media. But once they watch the video or read the article, comments reveal that they really want to talk about themselves, while other people talk about themselves.

Posting and commenting is way more fun than watching.

In other words, social media isn't like TV. It's more like the elementary school cafeteria. And that's a good thing. We talk, we act up, we trade stuff. We avoid the boy or girl who used to like us. We're surprised and delighted.

I'll give you my Nilla Wafers for those Pringles.

Why it's important to rock your LinkedIn

On LinkedIn, you can't check out pics of your high school sweetheart, ping back and forth during a ballgame, or post that you're finally eating at that great burger bar. Facebook, Twitter, FourSquare and others are far sexier.

On the "Gilligan's Island" of social media, LinkedIn isn't Ginger. It isn't even Maryanne. It's Mrs. Howell. But remember, Mrs. Howell was rich.

LinkedIn is your living, public resume. It's highly searchable. People get hired on LinkedIn. (I did.) You should spend several hours a week tuning up your profile, making new connections, and trading pleasantries at the online water cooler of LinkedIn.

Facebook, to some extent, represents your past social life. LinkedIn can shape your future work life.

So do this:

• Get a good profile pic of yourself, outside on a sunny day, in a suit. There's a reason politicians do this: You look competent, trustworthy and likable. DON'T post an artsy profile pic of you in casual clothes.
  
• Completely fill out your work history, education, and expertise. Get it proofread. Update it often.
  
• Add people as connections, correspond with your connections, and check out who looks at your profile. (Link on the right side of your page; may require upgrade.)
• In your status updates, post links relevant to your profession.
  
• Write a lively intro that shows who you are, professionally.
• DON'T include your Twitter feed if you goof around a lot on Twitter.
  
• DO be open to connecting with people. This isn't Facebook; you don't have pics of your kids on here. If you would shake someone's hand and introduce yourself at a mixer, you should add them on LinkedIn.

Just generally familiarize yourself with the site. Click on stuff, explore a little. You never know, you might get a new job or make an important connection, just by spending some time there. Then go to the burger bar to celebrate, and brag about it on FourSquare.