netmeg - 5:03 pm on Feb 13, 2012 (gmt 0)
I think about 'going social' the same way I think about 'going mobile' - where are my users? If that's where they are, then that's where I want to be.
I don't think social is necessary or even appropriate everywhere. Almost all my clients are B2B E-Commerce; only one of them has a business where social even *might* make sense. Some of the others have struggled with it, but it's a fine line between being being socially active, and coming across like you're trying too hard - and they're still on the wrong side of that line. Then I have a couple of very small clients who probably could benefit from it, but feel like it's more trouble than it's worth.
Whereas my own personal sites are event sites, and the people who visit them are all about social (and they share my stuff like crazy) so it makes sense for me to be there, even if I kind of think it's a drag.
Google does seem to be using Google+ as another kind of "site verification" signal, so it might make sense to keep and link a profile there, even if you don't do much with it.
Personally, I don't think it's anywhere near as important to be up and present on every single social-network-of-the-moment as it is to make your content easy to find, easy to navigate and easy to share. Hopefully Google will continue to think so too.