"[Twitter is] not about telling people what you ate for breakfast, advisers say, but about showing off your interests and expertise."
"[...Facebook is] about listing your interests, and linking to an online portfolio of your work or your blog - if it's professional, said Bill Bensman, social media campaign coordinator for Spreenkler."
"'How can you take your presence on these sites and leverage that?' he asked the students. 'The premise is how to take you as a person and transform you into a brand so company X will find you on this social space.'"
Based on the fact that these brief passages use the words "you" and "yours" nine times in four sentences, it's pretty clear to me that many social networking "advisors" treat social networking sites as digital business cards and 140-character resumes.
Don't get me wrong, Twitter and Facebook are fantastic -- and often very effective -- ways to get the word out that you're looking for employment. For career counselors to advise people that they should be used to "show-off your expertise" is irresponsible and helps diminish their overall value.
Given the emerging signal-to-noise ratio, is it any wonder people start out enthusiastic about joining social networking sites and quickly burn out from the constant barrage of personal and commercial promotional messages? Social media tools are a great weapon against layoffs and unemployment, but use them judiciously and remember: contribute at least as much as you consume.