That's a great analogy: SM experts and financial advisors. Nowadays, just about anyone can put their name on a business card and claim to be a financial advisor. I've found out first-hand that a fancy car, expensive suit and slick marketing collateral doesn't necessarily make a good financial advisor. The only person my investments seemed to benefit was him.

In much the same way, SM gurus can appear to be experts because it looks like they are out on all the right SM channels, have thousands of followers and can speak the lingo, but in the end, who is all that benefitting? Unless they also understand your business and the whys and wherefores of being in the SM arena, they're as much a social media expert as all those so-called financial advisors.

Agree with Chris, content is king. Not only does it give people a reason to visit your place on the web, it also helps with bring more traffic from searches. Great insights, Frank.