The key message that I wanted to communicate is that social media and social marketing are two different things.
Social media experts (at least the ones that I have encountered) tend to take a tool-centric approach focused on building an army of twitter followers and Facebook fans.
Social marketing experts start with from a strategic marketing perspective and leverage social media tools as distribution channels as they see best fit.
While I would not go as far as saying that 99.5% of social media experts are clowns (to which Sonia Simone provided a great response on her blog), I do believe that we, as marketing experts, are best positioned to test the new social media tools and make the case for what best work best for us and our organization.
With that, I also strongly recommend the Content Grid that @joechernov and @jess3 have put together. A great infographic to help you strategize which content you should create and which social media distribution channels you leverage at each stage of the sales cycle.
Enjoy the presentation: