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<i>Social Media Scene:</i> Identifying the Utility of Social Networks

By Stephan Hovnanian

You've heard it a thousand times: You need to market yourself and your firm on social media. And it's true, you do, but maybe not for the reasons you think, and maybe not on the networks that self-proclaimed “experts” tell you to be active on.

I had an opportunity to interview Neal Schaffer, an established and influential author, social media speaker, strategy consultant, and community owner of Maximize Your Social, about finding the utility of social networks. We were speaking about why so many established “social media experts” hadn't taken up Google+ beyond claiming their profile and posting once in a while. Schaffer pointed out that, even though their audience may look up to them as a resource for all social networks, they probably just hadn't found the right reason to warrant diverting time from other activities to spend on Google+.

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