How hype and know-nothing gurus are hurting social media

07/6/2010 | iMedia Connection

The surge in the number of self-appointed "social-media ninjas" and "gurus" is a sign that interest in social media may be overinflated, writes Michael Estrin. Companies' willingness to trust their brands to barely qualified millennials with inflated job titles speaks to a fundamental irrationality in the way many bosses approach social media, and it suggests that a "social-media bubble" is forming, he writes. "For brands that pay lip service to social media and expect earth-shattering results, there most certainly will be a day of reckoning," Estrin writes.

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