When I consult small businesses about their social media strategies I insist they create two different Twitter profiles — one for themselves and another for their business. Even if your business has your name attached to it — as does Thomas J. McFeeley Communications — you must keep a (virtual) wall between them. I realized two weeks ago that I merely had one Twitter account, @TomMcFeeley.

Followers of @TomMcFeeley were subject to rants about the Mets, running jokes with friends, trash talking of any fan of a team playing my beloved Jets, my edgy humor blog posts, general crankiness. Only occasionally would I tweet about public relations, social media, or the accomplishments of my clients. Actually, it was more than occasionally, but it was lost in a stream of my personal life. I’ve accumulated 1,200 followers in six months. So I created my business Twitter profile, @PRSocialMedia.

Immediately I followed dozens, if not a couple of hundred, PR and social media experts. I retweeted interesting content. I promoted clients, I joined a useful Twitter discussion between public relations students and pros (#prstudchat), and occasionally I showed my personality, which I hope is a stamp of my business too.

Nine days later: 771 followers.

What are the immediate lessons?

* People follow topics, not names. Unless I’m Jack Welch, people are not drawn to my name, but my area of expertise

* Be specific. By including my profession in my Twitter name, people “get it” right away, and I’ve eliminated at least one step in my conversation with each and every person on Twitter.

*Perception is reality. Though I really am an expert in PR and Social Media, having that in my Twitter name allow people to make that assumption. If I named myself @DryCleanerGuy, then I’m sure hanger distributors would have found me.

* Reverse strategy. A funny thing happened on the way to Twitterville. After I created @PRSocialMedia from @TomMcFeeley, then my personal Twitter strategy became clearer.  And, more importantly, I was more clearly communicating to those 1,200 followers – and picked up 75 more along the way.

We are all a brand. Perhaps most importantly, the experience reminded me that we are all a brand. Our companies are a brand. If you don’t have a strategy, and a plan, on Twitter, in the social media or in general, you are allowing the marketplace to dictate to you what your brand is. And then it doesn’t matter how many Twitter accounts you have, because then your marketplace has made up its mind about you, and your brand.

Her column this week raised a question I’ve been wondering for a few weeks now. This vitriol around President Obama, particularly in this health care debate, is astounding to me. I know people whose jobs it is to know the legislation and they don’t fully understand what’s been proposed or written. So how is it that people are so worked up.

Words do matter. But sometimes a cigar is not a cigar. “Socialist” can mean something else entirely and I fear that in many cases in our country, it does. President Carter has weighed in on race question and agrees that such emotion is masked racism. I wish he was wrong, but I do fear he is correct. How can people get so worked up over something they don’t understand? Are they defending the current health care system? Couldn’t be, right?

A journalist friend of mine always says this about controversies that come from outrageous statements by famous people: Usually the person speaking is correct and people don’t want to admit it or face the issue. So prepare yourself for a few days of debate over President Carter’s race statements. But just keep an open mind – maybe he is right. Then what do we do?