Even the most technology-challenged journalist has at least a perfunctory Facebook or LinkedIn profile (my wife, who is eight years younger than me was shocked I had a Facebook account before her).

But knowing how to leverage these services is the key to avoiding becoming part of the digital white noise. Brad Kenney, associate editor at IndustryWeek and the new president of ASBPE’s Cleveland chapter, is trying to spread journalistic online competencies through the association (read his blog at http://asbpecleveland.blogspot.com). Kenney advises that social network profiles should be treated almost like your company’s Web site-make it relevant for search terms and keep it updated. "It’s like coding a Web site," Kenney says. "Not only will that force you to think about your strengths but it will let you be searchable."

In his November/December president’s letter, ASBPE head and BNA Tax & Accounting senior state tax law editor Steven Roll writes about his LinkedIn experience. "LinkedIn is searchable, so I included the words ‘state tax,’ which relates to what I write about," says Roll. "Two weeks later, a recruiter from a big-four accounting firm called to see if I’d like to write about state issues for them. She wouldn’t reveal her sources but I’m convinced she found my profile on LinkedIn."

It cuts both ways-not only should potential employers be considering your online presence, you should evaluate theirs, including LinkedIn and Facebook profiles of would-be managers. "You can tell about the quality of their site and if they’ve done any coding," says Kenney. "Do they have knowledge of how things should look on a Web site? Are they blog-enabled, do they have 21st-Century tools for disseminating information? Do they have bookmarking services? Not only is that important to me as a journalist but a strong Web presence bodes well for future revenue and in turn, long-term employment."