Recommended must read: Is your social media expert really an expert? The top 25 ways to find out.

This new post by Peter Shankman and Sarah Evans (both experts) nail the differences between those who claim to be experts and those who really are experts in social media. Social media is, of course, the hot marketing topic de jour, surrounded by tons of hype and more than a few charlatans. Peter and Sarah do a great job (as usual) of showing how to spot the posers.

Social media may not fit every organization’s goals and does require on-going attention. And the elements may vary from business to business. Not everyone needs to be on all of the “latest and greatest” platforms. Beware of anyone who makes a blanket claim to that effect.

How people converse speeds up relative to the plates in the air. At least that’s my theory. Meetings, planning, travel. All of it adds up to managing hectic lifestyles in micro seconds. So if you cannot grab attention in 3 seconds, it is often gone.

We used to call it the Blackberry test. If your colleagues faded to check their Blackberry, the point was not compelling or relevant enough to stay engaged in the conversation.

Social media seems like that. 140 characters or less to Twitter a relevant message. Is that so different from headlines? Not really.

Effective marketing has always been about earning attention. Fast. Because if you do, most people will stop and learn more. If you miss, then they move on.

And rightfully so.

Just caught Peter Shankman’s talk at the PRSA Tar Heel Chapter.  Worth the watch. Social media is buzzed about everywhere. If you want to cut through the nonsense and see the real deal, watch the video. Good stuff, plus he’s got a great sense of humor.