Back when social media was catching fire like a gas station in a Michael Bay movie, everybody wanted a piece of the action. Thousands of "social media experts" showed up promising rainbows and unicorns to businesses seeking to connect with their target customers. Social media gave smaller businesses do-it-yourself marketing. Larger companies wondered whether in-house or outsourced social media was better for their business. Fast-forward to today. Now that social media has gone mainstream and execs at those platforms have recognized there's advertising money to be made, it's not nearly as easy to succeed as it once was. Those early "social media experts" have mostly faded from view (although some are still lurking out there). Get the full story at PR Daily