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"Monster is adapting its job search functionality to social networking with BeKnown, an app that lets users set up a professional network on Facebook.\nBeKnown, set to go live on Monday, will let Monster users import their data to Facebook and set up professional networks there as well. Matthew Mund, global vice president of product for Monster, reasons that since Facebook has around 700 million members, most people are on it already. \u201CThis is the path of least resistance,\u201D Mund says. \u201CYou can manage your professional identity and your social identity in one place.\u201D BeKnown will also be targeted at recruiters. Mund says Monster gets about 38 million unique visitors a month. \nIn starting a network from scratch, though, Monster faces a formidable challenge. Most notably, there\u2019s LinkedIn, which has more than 100 million members and has established itself as the premier professional social network. Monster is also not the first to consider using Facebook as a backdrop for a new professional network \u2014 BranchOut, which has more than 800,000 users \u2014 is trying to do the same thing. \nMonster has added a few bells and whistles to BeKnown that it hopes will diferentiate the offering. For instance, users get Foursquare-like badges when they complete certain professional goals, such as graduating from college. Users can also follow companies and get endorsements a la LinkedIn, features not yet available on BranchOut. \nThe offering comes as the recession has hit Monster\u2019s bottom line. Monster\u2019s net sales have dropped 11% (annualized since 2008) and its stock price has declined 8.9%. However, the company posted a 23% jump in revenues in its first quarter, which ended March 31.\n"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/06/26/monster-facebook-network/>