Use Social Media to get some background on the people you are doing business with, and this will help you you to build rapport. Also be aware that people are checking you out on social media too, and not just your friends, but your clients and prospects. Be sure that what they find there will reflect favorably in you. Pics at drunken parties and you doing outrageous things might be better kept private, and while you say, “That’s private. It shouldn’t matter”. It does. People will judge you by what they see, not what’s in your heart.