I’ve been a skeptic, and I’ve had my reservations, as I rationalized: Who has the time to learn about social networking and how to use it? Besides, my private life is—well, private. Being discreet is a requisite of my business, and I likened social websites to reality TV, arguing neither was my cup of tea. Though not a full convert yet, I’ve made an extra special effort to begin. Hardly a passing fad, social networking is spreading to include users on both sides of 50. As baby boomers join their children in ever-growing interactive online communities, the way people work and play together is being transformed. As the various social websites proliferate—each with its own distinct personality—marketing on these sites is evolving, underscoring an increasing interconnectivity between social and business worlds. What’s a broker to do?
