We’re So Dumb We Don't Realize That Social Media Is As Easy As Pissing On A Rock (youtube.com)

This sums up why I think that all "Social Media Gurus" are a complete waste of time. They have no value add and there's no way to verifiably measure if they've had any impact on your business. That, and the fact they have no real skills and outsource anything that actually requires development knowledge and talent.