The document discusses differences in mindsets and emotions between personal and professional social networks. It finds that personal networks are for entertainment and nostalgia while professional networks are aimed at career goals and ambition. Users expect different types of content and want to see brands that align with these mindsets. Marketing should recognize this divide and frame how brands can help users gain knowledge and success professionally. Case studies show how Mercedes and Citi successfully engaged professional network users by associating their brands with career-oriented content and discussions.