Once you’ve created your online “brand” using social media, you need to manage and expand your network.

Check out some of the tips and tools below that can make the process easy and efficient. 


LinkedIn is a network of professionals who connect according to common interests, which may include industry, geographyspecialities, career goals, and more.

Your LinkedIn presence conveys the same information as a resume and allows you to tap into your invisible network, which can help you in your job search.

You can also join groups on LinkedIn around shared interests. After joining groups, you can post answers to questions or start discussion topics. This can make you more noticeable to recruiters, increase your expertise, and show your interest in a specific area. LinkedIn groups include Columbia Career Connections, Columbia Alumni Association Network, and IvyLife


Twitter can provide an ever-expanding circle of contacts that you can use to help you search for a job, share resources, or broaden your network.

You can follow people you admire, follow companies, or learn about openings through job sharing accounts. Additionally, employers looking for social-media savvy candidates often tweet jobs to their followers.


Instagram is great way to build a visual brand, connect with and follow other professionals, and share upcoming events, releases, or news.

If your work is something that produces a tangible product, than it can be a great space to showcase what you have to offer. Even if your work doesn’t result in a physical ware, Instagram is a channel where you can build your professional brand by connecting with possible clients and with your industry’s community, and sharing your professional ideology.

Check out some of the people in your field that you most respect and see how and if Instagram is utilized in your industry or field.


Facebook is certainly known to be largely social and non-professional, but Facebook can also be a great way to intimately connect with people that you have known, worked with, or met.  (One simple way to think about it is that LinkedIn and Twitter are for meeting new connections and Facebook is for staying in touch with the old ones.) 

Remember, when you use Facebook, keep it clean – employers increasingly use sites like Facebook to evaluate prospective employees, and inappropriate content will hurt your chances of getting a job.


Use a blog to establish credibility, particularly for industries like public relations, marketing, publishing, and journalism.

To blog effectively, refine your experiences, skills, and perspectives into a coherent idea that can contribute to your industry of interest in a way that other blogs do not. Many blog-hosting services are free and offer a variety of templates and arrangements to provide you with a great design.

Blogging 2–4 times a week is enough to establish your professional identity, and you can always ask other professionals or classmates to guest blog.

Referencing and linking to other bloggers, joining blogging groups, and submitting yourself for review and awards all share your name and demonstrate your professional capability.

Online Portfolio/Personal Website

It is a good idea for artists, writers, doctoral candidates, architects, and any students looking to enter media or a creative field to establish an online portfolio or personal website to display their work. Maintaining an up-to-date online portfolio is a great way to keep track of your accomplishments, ensure your visibility on the web, and manage your online identity.

There are a number of platforms to choose from.

  • Columbia provides web hosting space to members of the university community, which you can learn more about by visiting the website of Columbia University Information Technology.
  • Alternatively, you can use a free blogging platform, such as Wordpress or Blogger, or a more design-oriented platform intended for creative professionals and visual artists, such as Behance or Dripbook, which may have small monthly or yearly fees.
  • Students pursuing a career in computer science often create a portfolio of technical projects on Github.
  • If you’re interested in creating a professional website, free website builders such as Wix and Squarespace are great places to start.

Whichever platform you choose, make sure to update your portfolio regularly and include your web address in both your resume and LinkedIn profile.

Scheduling Posts

There are also a few third-party applications that will allow you to schedule your posts and other updates. If you always have time to update during the weekend, line up updates that can be released during the week.

Below is a list of apps that you may find useful for scheduling your posts.

Scheduling your updates helps your followers and readers have time to digest them before you post again. There’s no golden rule for how much you should post so create a schedule that works for you and your readers.