Beware Social Media Snake Oil Business Week

http://www.businessweek.com/magazine/content/09_50/b4159048693735.htm

Consultants evangelize the transformative power of social media and often cast themselves as triumphant case studies of successful networking and self-branding. The problem, according to a growing chorus of critics, is that many would-be guides are leading clients astray. Consultants often use buzz as their dominant currency, and success is defined more often by numbers of Twitter followers, blog mentions, or YouTube