by BJ Roche

If you've been avoiding social media like Facebook, LinkedIn and Twitter, thinking they'll all just go away (which is how I feel about football), forget it, because, like football, these platforms are here to stay.

Granted, some aspects of social networking have been oversold, and the benefits can depend where you work and the industry you're in. But they can help you out a lot. And if you don't get into the game by at least understanding how these platforms work, you are going to be left behind on the job, wherever and whatever your job. (Unless you have tenure.)

These platforms are also constantly evolving into new apps for both desktop and mobile devices. You may think the idea of Twitter--short messages of 140 characters--is pretty silly. But chances are good that you'd benefit from a Twitter-like web app called Yammer, which enables multiple users to collaborate on projects in real time. 

At minimum, you should have a profile on LinkedIn, even if you're not looking for a job. People use LinkedIn in all kinds of ways;  I used it last week to find sources for a story I was writing on virtual events. Win-win: I get a good source, source gets publicity.

Once you're LinkedIn, search for "groups" related to your industry or interest or the college you attended. Join them. You can also find industry and interest groups on Facebook. It's a great way to put out and share information about your field. (In fact, as soon as I finish this post, I'm going to link to it on my Facebook page.) That story I wrote about virtual events? I found several links to very useful articles on the Virtual Event Manager Facebook group.

I know, I know, it takes a commitment to manage this stuff. There's even a new job title: "Community Manager," whose whole purpose is managing a company or individual's online social media presence. What, you didn't think Ashton Kutcher authors all his own tweets 24-7 did you?

And many days I really hate it. It's just one more thing to do. But yesterday, I loved it.

Here's why: In one half-hour Facebook session I heard from the following people:

1. Audie Cornish, a former UMass journalism student who's sitting in for Scott Simon on Weekend Edition Saturday on NPR this weekend. This woman is going to be a star, and I'm enjoying hearing her develop as a journalist. Her post-show post: "Phew." (Here's her take on the Coakley defeat.)

2. a current student who is now studying in London. (I told him not to forget to study.)

3. an editor I worked with a decade ago who is now doing some new things. (Maybe there's some freelance work in the offing.)

4. an old UMass friend who traded advice with me on digital camera purchasing. (Made me realize I made the right choice.)

While I was online, in the chat box, up popped Julie Robenhymer, another former student (and a former Miss New Jersey). In five seconds, we arranged for her to speak to students next week. (The last time, she brought her crown. And she let me wear it. My kids will love her.)

A productive session of professional and personal connections that never could--or would--have been made any other way.

So dive in. Here's a good piece from the Times, via Read Write Web, about keeping tabs on your  Facebook privacy settings.

And let us know how it works out for you.