A SoSWord has two specific benefits:
1. It is your own Personal Promotion Code.
Send your SoSWord to friends and family and ask them to enter it when they register - you accumulate SoSPoints when they do.
2. For Privacy.
You may want one or two of your preferences to be viewed by only certain people. Check the privacy box when entering the preference and it can only be viewed when a member enters your SoSWord. You can of course make all your preferences private.
Your SoSWord a bit dull? Want a word that is more "you"?
Change it to a word of your choice from the menu in Your Profile.