Windmill Networking is Now Maximize Social Business

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Thank you for being a loyal reader to the Windmill Networking blog and welcome to Maximize Social Business!

Windmill Networking began with a vision spurred by my first book, Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn, to educate professionals on how they could better utilize LinkedIn for their professional careers and networking. Truth be told that the minute my rough draft for that book was completed, and with the growth back then in early 2009 of social networks like Facebook and Twitter, I quickly realized that social media was about a lot more than just LinkedIn!

As my book got published and I got invited to speak more, companies started reaching out to me on how I could help guide them into utilizing social media for their business. This was early in 2010, which prompted to me launch my social media strategy consulting company Windmills Marketing. I learned very early on that social media strategy needed a holistic approach, and instead of pushing platform on a problem, I was seeking the most relevant communities and platforms that would help serve the objectives of my customer. In essence, as a social media professional, I needed to be experienced and provide expert insight into every social media platform that businesses could use, for any given industry or corporate discipline.

Fast forward to the 2nd half of 2011. After accepting some guest bloggers on the site, I realized that I wanted to provide more value to my readers than a virtual “one-night stand” with one blog post. I wanted to bring on experts in fields to complement my own blogging and build a definitive social media for business resource featuring those, like myself, who weren’t the most famous bloggers in their space – yet had content every ounce as good as them. With that, Amy Stephan was brought on as my first regular contributor for the category of social media for nonprofits, and we have grown since then to have over 30 bloggers contribute on a regular basis, including more than 20 who continue to do so as we speak.

The vision is clear: I want to help businesses maximize their use of social media through my consulting, social media speaking, and books – including my upcoming book on how to create a social media strategy Maximize Your Social. In addition to those paid vehicles which sustain my livelihood, I also want to provide free content that can help businesses, even if that content isn’t necessarily my own. I want this Maximize Social Business site, then, to become your virtual boardroom for every social media problem that you might have. I still have gaps in some industries and disciplines, but I am confident that as the site grows, you will be able to find a corresponding expert in the ranks of my authors who can provide you assistance through their content as well as via an offline relationship.

If you want to hear more details about the background of my launching this site – in my own words – listen to my podcast below. Better yet, subscribe to my Social Business Unplugged podcast to hear all of my episodes!

In many ways, officially launching this new chapter with this new blog post is a confirmation of the vision: To provide guidance to businesses of all sizes, industries, and to all of the people who work inside them, to maximize their use of social media for their business. One does not become a trusted business resource overnight, but I am confident with the successful track record of Windmill Networking – and through vetting and only choosing contributors who I think provide unique, compelling, and expert insight – that you will hopefully rely more and more on the team that I have assembled here into the distant future.

This is a collaborative blog, so I will end this with a question for you: What industries, disciplines, or topics do you want us to blog about vis a vis social media for business? Please do comment so that we can better serve you in the future. Thank you!

Neal Schaffer
The Founder and Editor-In-Chief of Maximize Social Business, Neal Schaffer is a leader in helping businesses and professionals strategically maximize their use of social media. Neal is the author of three social media books, including the recently published definitive social media strategy book Maximize Your Social. Forbes lists him as a Top 35 Social Media Power Influencer and AdAge lists his blog, Maximize Social Business (formerly known as Windmill Networking), as a top 100 global marketing blog. Neal provides social media strategy consulting and coaching, having worked with Fortune 500 companies and a Grammy-award winning musician. He has presented worldwide on social media at more than 150 events and also teaches social media marketing at Rutgers University. +Neal Schaffer
Neal Schaffer


Author, @MaxYourSocial | Founder @msocialbusiness & @socialtoolssmmt | Trilingual Social Media Strategy Consultant, Coach, and Speaker
On-Demand Webinar: Measure Your Social Impact w/ @Synthesio @AltimeterGroup & @SocialFresh available: #SocialTools15 - 33 mins ago
Neal Schaffer


  1. says

    The emperor may have new clothes but I know the heart and soul will remain true to your roots as a teacher, conversationalist and sherpa of social media. I always considered social business your strength and welcome it now as your business title. Congratulations.

    As far as your query, I would like to see topics on health care marketing, engaging patients to social media as consumers of health care, and thoughts on content development for hospitals, health care providers and medical practices. The timing is perfect, the era of healthcare reform here but the guidance lacking as a new role for many of us.

  2. says

    Hey Neal – Sorry that I’m going to be ignoring your question for now, but I just wanted to say congratulations on this exciting new shift in direction.


  3. says

    I liked Windmill Networking, but if you feel like the new branding reflects better your business direction, then it’s the right decision.

    Have fun storming the castle, Neal!

    • says

      Thank you so much Ana! Yes, the Windmill Networking concept was created in 2009 more as a personal branding vehicle than a business tool. The times have changed and I have changed, so I think this was a much-needed reboot 😉 And I WILL have fun storming that castle Ana. Please join me at the top!

  4. says

    I’ve followed Windmill Networking for several years, Neal. Glad to see your business and your vision is expanding. Congratulations and good luck.

    I like the support for nonprofits, but also please continue to cover those who are using social media and, of course, LinkedIn, as individuals and social entrepreneurs and bloggers.

    I believe you were the one who shared a saying about the best time to plant a tree was 20 years ago, the next best time is today. I hope today is the best time for your new planting and that it grows every day.

    Thanks for sharing your wisdom,


    The Frugal Guidance 2 blog,

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