There are legions of self-proclaimed experts on social media who offer their services as consultants. In fact, according to Business Week, “over the past five years, an entire industry of consultants has arisen to help companies to navigate the world  of social networks, blogs, and wikis.”

Many of these folks are just wannabes, refuges from the real state bust, last-minute consultants who have the ability to produce best-selling books and who cast themselves as triumphant case studies.

As Business Week warns, “Beware Social Media Snake Oil”. Most of these hype merchants has no Internet experience. They are just profiting from the buzz around social tools. Scrutinize them before hiring.

A wrong social media campaign can be devastating.