Granted, most of these pieces are written by social media gurus themselves, who are anxious to separate themselves from this influx of new competitors.
As I say in the video below, there are two sides to this story.
Yes, in one respect these gurus are right. A lot of people claim to be experts, based only on their own, personal familiarity with various social media sites.
But they are also wrong, because there are also plenty of other people who are taking the trouble to dig deeper and learn the skills of true social media marketers.