The New Social Media Guru

I am amused by the way this reenactment demystifies the hype around social media gurus and the spike in traffic/sales they promise clientele. The skills it requires to be a guru sometimes hinges on smoke, mirrors, and a naive client. Any marketing plan should take into account economies of scale and platform adaptability. The thought of IBM scouting for a social media director and becoming a presence on Twitter or Facebook is the equivalent of a colossal elephant pretending to be a grassroots organization. Are these platforms right for IBM?