Have you noticed the incredible surge in Social Media experts? Everybody’s putting out a shingle and offering FREE workshops and webinars, many of which turn out to be thinly veiled sales pitches. 60 minutes of product peddling and not a whole lot in the way of valuable insight.

Sure, there are some knowledgeable experts giving sound advice, but you have to “kiss a lot of frogs” to find a prince.

Is there some academy out there churning out Social media strategists?

More likely, it’s a swarm of entrepreneurs who see declining billable hours for their core (real) competencies. So what do they do? They chase the next shiny object, which these days appears to be Social Media.

Heck, I’m testing out lots of things via social media. Some are working. Some are not. That doesn’t make me an expert.  I’ve also sat through more than my fair share of FREE webinars where I was given some pretty basic information. “Wow – you mean I can set up a Facebook page for my business? Who knew?”

It’s understandable in today’s economy that entrepreneurs are on the lookout for new revenue streams. Unfortunately, too many are headed down the Social Media path. It’s a slippery slope. These folks might score short-term revenue, but they’re doing far more damage to long-term credibility and reputation. Authenticity — it’s in short supply these days, but it’s a valuable currency.

MORAL OF THE STORY: Stop chasing shiny objects. Stick with your core competencies and own them. Do fewer things, but do them incredibly well.

And when you spot related needs, before you start thinking about fulfilling them yourself, go take a look at your network. Scout out a trusted partner. Someone who will deliver meaningful value to your customers.

PS: Looking to better understand Social Media and how to apply it to grow your business? Start with Chris Brogan’s blog, a daily dose of thought leadership, ideas, and support. He’s the real deal.