Don't Take Too Many Social Media Shortcuts

As this Hubze blog post points out, sometimes the tools you use to manage your social media presence can backfire. Although Hootsuite is one of the timesaving tools I mentioned in the Spring 2011 issue of Resume Writers' Digest to help you manage your social media presence in 30 minutes a day or less, over-relying on Hootsuite -- especially for Facebook -- can penalize you in two ways.

The first is by reducing your Edgerank score (Edgerank is the algorithm Facebook uses to determine which of your posts are seen by your page's fans). The second is that Facebook sometimes "bunches" posts from Hootsuite together. (We've all seen the "See more posts from Hootsuite" link in our Facebook news feed ... and raise your hand if you've skipped over clicking to see more of those posts. Yep.) The same is true for some other services, such as Twitterfeed.

See this example:

While it's perfectly fine to use Hootsuite to help you manage your social media presence, there's no substitute for manual posting, especially on Facebook. So mix it up a bit -- throw in a manual posting at least every other day, in order to maximize fan engagement. (For most resume writers, you should be posting on your fan page no more than twice a day and no fewer than twice a week.)