As more people use social media, some small businesses are interested in incorporating tools such as Facebook and LinkedIn into their recruiting strategy. Although these tools can help hiring managers expand their reach, there are pitfalls to avoid. Here are six common mistakes managers make in attempting to represent their companies in online communities:

1. Thinking it's risk-free to navigate "open" territory. Job candidates are inviting employers to view their profiles on both mainstream social networking sites (e.g., Facebook, MySpace) and more professionally oriented social networks (e.g., LinkedIn, Xing), hoping the information will help hiring managers see a more complete view of the "real person" beyond the cover letter and resume. However, this level of openness can be dicey territory for employers.
   
   Candidates have sued companies because they believe they were rejected for a job based on content posted on their online personal profile. Still, many employers use these profiles to screen candidates, and the information they find can influence their decision-making. In a recent survey of 2,600 U.S. hiring managers by CareerBuilder.com, 45 percent of respondents said they had searched for applicants on social networking sites; of that group, 35 percent said they decided not to hire a candidate based on information found with those searches.
   
   Your human resources group and legal department can provide insight on navigating potential issues in using social media tools and applications in the hiring process. They also can help with establishing clear guidelines for interacting with candidates online.
2. Thinking online recruiting can replace traditional interpersonal interaction. This is one of the biggest mistakes of all. Too many companies that decide to use social media profiles mistakenly see it as a cure-all for their recruitment process. Social media efforts should augment, not replace, traditional one-on-one contact, which includes outreach to potential candidates through in-person networking events, as well as relationships built with reputable recruiters. And there is ample reason why.
   
   The quality of a candidate's interpersonal skills are increasingly important to small businesses – even in non-customer-facing positions such as many accounting and finance jobs – since teamwork and the need to offer advice within the company has risen in importance. As a result, hiring managers need to understand how individuals will mesh with the organization and its corporate culture. These aren't attributes an employer can accurately evaluate on a Facebook or LinkedIn page.
3. Not targeting the right online communities. Some small businesses take a too-general approach, failing to acquaint themselves with the many industry-specific online networking communities designed for business professionals. These sites may serve as more direct channels to skilled candidates than some of the more heavily populated, general social networking sites. Not all communities are open for anyone to join, however; you may need an invitation or to meet certain requirements for acceptance. Be sure to research how your competitors are using social media, as well, and what communities they engage in to connect with candidates.
4. Stepping on toes. Some employers who decide to represent their organization on a social networking site fail to understand and heed the community's etiquette, even though most sites have written policies for user behavior. You can easily "turn off" other members by being overt with your recruiting efforts or over-selling the merits of your small business. You risk damaging your company's reputation by pressing your agenda and not respecting the community's rules.
5. Being quick to judge. Managers who judge potential hires too harshly based on what they find about them online run the risk of unintentionally eliminating skilled candidates. They forget that social networking profiles are not resumes. You wouldn't hire someone based solely on the fine prose of a well-written cover letter, so don't reject a candidate just because you raised an eyebrow at the content posted on his or her profile. Some professionals invest time separating and maintaining both "personal" and "professional" online profiles, but many more do not.
   
   Gen Y candidates, for example, who are particularly active in the social media space, are typically comfortable with having their personal and professional lives overlap on the Internet. Hiring managers need to be aware that Gen Yers may share personal information about themselves online more freely than other professionals.
6. Not recognizing the time commitment. Social networking sites are communities, which means it can take months to build relationships with users – especially if you are a small business. Managers who go in without considering the potential time commitment involved in forming useful relationships using Facebook and other social media will meet with an unpleasant reality.