It's safe to say social media is table stakes these days for any company. Almost every brand has some kind of presence on social channels whether it’s a Facebook page, Twitter feed, YouTube channel, etc. After 6 or 7 years of prevalence, marketers finally understand the value found online (Facebook's 800 million active users doesn't hurt either).

But that doesn't stop lazy, opportunistic agency types and consultants from trying to sell companies on this amazing new novelty - social media! It sounds ridiculous and yet you still see it everyday (and in major newspapers no less). Snake-oil salesmen and women expounding on how important social media is.

That was great - in 2003. But it's almost 2012, and you should expect more.

So as we close out 2011, here's a list of things you absolutely shouldn't still be hearing from your social media "expert"

Social media is "really fast" and you have to react quickly

If you hear someone going on and on about the "immediacy" of social media run screaming. Yes you have to present, and yes there's an expectation to respond - but isn't that true of any conversation you have with anyone - ever? Being present is a given - online or offline.

Don't let just anyone in your company run your social programs (AKA don't let your intern run your social media strategy)

Seriously? While not wrong I feel like this is pretty obvious nowadays. Also on this list is don't let just anyone perform your dental work.

We can make that go viral.

No they can't.

Social media is basically free!

This could not be farther from the truth. The only free social media you'll get is bad social media. Like any other part of you marketing strategy social media needs funding and attention to thrive.

They keep referencing brands and successful campaigns other people have worked on - but never their own.

This one sort of speaks for itself.

If you want to know just how effective your social media guru is ask them relevant questions for 2012. Things like how are you going to help build a valuable online community, how can you help me create brand affinity and customer advocacy or how can we integrate our offline efforts with the things we do online?

If they can answer any of these questions without using buzzwords like social currency and synergy then you might have a keeper.