The recent manufactured need for companies to hire “social media gurus” skillfully debunked by Matt Haughey in this post:
So maybe instead of getting your company on twitter, paying marketers to mention you are on twitter, and paying people to blog about your company, forget all that and just make awesome stuff that gets people excited about your products, hire people that represent the company well, and when your stuff is so awesome that friends share it with other friends, you may not even need “social media marketing” after all.
(via A Whole Lotta Nothing: This is how Social Media really works)