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.

I went to high school in Ellicott City, Maryland, and I felt pretty ambivalent about the whole thing. It just took time away from my doing things on the Internet - like creating clans in Quake II or starting a Web design nonprofit. In school, I was just a kid. Online, I had authority.