Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar.
It takes discipline not to let social media steal your time.
My junior year, I went to an LSAT-prep course. I flipped over my test and thought, 'You bastards.' I walked out and went to Waffle House. That's where I had what I call 'The Waffle House Epiphany': I didn't want to be a lawyer. I wanted to make a dent in the universe.
I want to stay hungry. I really believe my resources are best used to help projects that make the world suck less.
The reason people need advice on using social media is that they're a much more complex and nuanced way to communicate than a conversation or email.