When working with busy c-level executives on online identity-building and online reputation management, I advise that they only take on as many social media commitments as they can realistically manage, and leverage well.
Without question, I urge them to devote a good percentage of their social media allotment to LinkedIn – getting their targeted, on-brand profile 100% complete, updating regularly, connecting with hiring decision makers, joining and contributing to the right LinkedIn Groups, getting strong recommendations from the right people, contributing to Answers, etc.
Beyond LinkedIn, if they know they won’t have time to devote to Twitter, Facebook and other social networking, it may be better to pass. Merely putting up a profile and forgetting about it is not such a good idea.
Think about the recruiters and hiring decision makers landing on your neglected Twitter stream that contains no tweets or hasn’t been updated in several months. What kind of impression will that make?
I also highly recommend that they start a blog to build credibility and position themselves as subject matter experts. But if that kind of commitment isn’t realistic, I suggest routinely commenting on relevant blogs as a beneficial alternative.
If even minimal blog commenting won’t fit their time constraints, I suggest at least creating a Google Profile, ZoomInfo (or cleaning up the ZoomInfo-generated version), VisualCV, and other online profiles. These don’t require much attention or action, except for updates and when your search focus changes.
The idea is to build quality search results associated with them so that when their name is Googled and they’re being assessed as a candidate, people will find plenty of relevant, on-brand information about them.