“My colleague … and I [were] in close contact with a ‘social media expert,’” wrote David Armano for Advertising Age . “The problem was this expert was sucking in the feed of my blog without permission and attribution and had more holes in his resume than a slice of Swiss cheese. So how do you separate the social-media snake oil from the vinegar? It’s not easy …” (It’s actually easier than you think.) He offered five ways to spot the impostors.