After the social media “gold rush” of the last three or four years, it’s time for most brands to step back and look at their social efforts more critically. This means asking some straightforward questions. Do you really need to spend time and money on all of the social networks? Does that Instagram account actually drive traffic to your site, or is it just a staff time-suck? Let's say, for sake of example, you are a bank. Does it really make sense for you to keep on pinning?