The comedian Brian Regan does a bit on what he calls “the ‘me’ monster,” and I recommend taking a look. I’m sure it’s on YouTube. You may have met a “me monster” before. He or she comes out at social events and is only interested in making themselves the center of conversation and adoration. These type of people bother me, and I’m becoming one of them.

LinkedIn has turned into a disturbing competition of self promoting “me monsters.” What business networking would have previously been accomplished by a warm introduction by a colleague who values your work has turned into an online “look at me” shouting match as more and more work and relationships are forged digitally.

As a small business owner just starting out, it’s hard to ignore the benefit of posting your greatest hits online and inviting the world to celebrate. This brings more work and an ability to continue serving others with a product or service you believe in. The trick is to do not in a way that doesn’t make you sound like a “me monster.“ I don’t think I’ve cracked it yet, but half of the battle is identifying the problem, and there is a problem.