me 2.0

A few weeks ago, Dan Schawbel forwarded me a sneak peek of his new book, Me 2.0: Build a Powerful Brand to Achieve Career Success and asked me to offer a review.

The idea of a personal brand not a new idea. I remember chewing on the concept when Tom Peters introduced it back in one of the first issues of Fast Company magazine. But Tom may have been a little ahead of his time (he usually is). When he introduced the idea back in the late 90s, the web was still primarily a one way medium of electronic brochure websites. But today’s social web offers an easy on-ramp for anyone to build a personal brand. The problem is that most people (young and old) don’t realize they’re building (or destroying) their brand with their online actions.

Dan has geared his book toward Gen Y / Millennials young professionals. But it’s a good basic primer for anyone who wants to control the brand image they’re projecting. While Me 2.0 does offer advice on networking and the off-line real world, most of the book focuses on how to use personal websites, blogs, and social networks to build an online brand for the individual. Frankly, it should be required reading before anyone can sign up for a Facebook, LinkedIn, or other social network account.

If you’re a seasoned pro at networking (online and off), the book will probably be a bit too basic for you. But if you’re just starting a career or are new to the online world, Me 2.0 is an essential guide. The job market is rough for anyone right now — especially so for young professionals. Me 2.0 solidifies the idea that has been true for sometime now. The “company man” has faded into the background and is gone. Each individual is a product that needs to stand up and be noticed. The way to do that is with your personal brand.

It’s a lot like the old saying: the best time to plant a tree is 20 years ago; the second best time is today. You should already be properly managing your personal brand. If you’re not, now is the time to start.