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How to call BS on a social media guru (event)

Next week I’m speaking at Seattle’s social media club, on How to call BS on a social media guru.

The basic idea was this: what happens if you combine How to call bullshit on a guru with Calling bullshit on social media, and make a talk out of it?

Event details:
Date – May 25, 2010
Time – 6-9 p.m.
Tickets – $15 includes a drink and appetizers (cash bar will available)
Register – http://smcseamay.eventbrite.com/
Location – Hale’s Palladium (http://halesbrewery.com/Palladium.htm) – 4301 Leary Way NW, Seattle, WA 98107

I’ll be putting the talk together over the next few days, but if you were to give advice to someone about this topic, what would you advise?

How can someone who doesn’t know much about social media tell the difference between someone credible, and someone selling snake oil?

In specific, I’m looking for examples of the most egregious hype you’ve seen on the web.