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SOCIAL MEDIA - Do you know what your web shadow looks like? If you are in any kind of business, or even if you are just looking for work, you really ought to!

The simplest way to check your web shadow, is to drop into Google and search your name, or that of your business or products. Googling your name is not egotistical - it makes complete business sense and you should do it reasonably often.

Everything you do on the web, be it in your own name, or that of your business, leaves a trail. It can affect your search rankings and it can affect your potential customers' perceptions. If you haven't done so already, get on the major search engines and type your name in - is what comes up the same as what you expected?

Some people can find doing this brings some nasty suprises. On the most basic level, if you use Facebook have you tried searching for yourself when not logged in? - What can other people see?

Online presence is becoming increasingly critical in managing marketing strategies, and in recruitment too. Fit shadow management into your workflow routine, and as a minimum set yourself a six monthly reminder to take out an hour for a review. Make sure you don't neglect yours!