I keep hearing about social media gurus and social media experts and the top man in social media.  You know I think that guru, expert etc are overused – especially when used in conjunction with social media or digital media.  The online world is so dynamic that it is ever -changing and I do not think anyone really deserves such titles.  Everyone is learning daily, everyone’s knowledge is becoming out-of-date every day. I think I keep a reasonable finger on the pulse of digital and social media but I learn daily, nay hourly.  Social media, like search engine optimisation previously, has become the new “got to be in” industry and it has spawned experts and businesses buoyed on their use of social media for personal use or because they have bought an “out-of-the-box” business but my concern  is that many have not thought through the use of social media  as an effective tool form business.  They also go for the one-size fits all solution – “You have got to have a Facebook/Twitter/Linked-In account”.  No thought about strategy, target audiences, return on investment, measurement of success etc etc.  So I thought I would have a little fun with this video, hopefully it will make the point that.