Here's a good post raising questions about all those "social media experts". It's easy, I guess, to become bedazzled by buzz terms (Twitter, Facebook, et al). However, if your company is looking to invest actual money in something like this, if behooves you to spend some time researching.
One site I learned about from this, though, is Help A Reporter Out. Peter Shankman's effort to connect reporters with good, solid sources. It looks like a great way to help both reporters get in front of real sources (not just PR shlocks) as well as get good PR folks in front of relevant media. One of those real solid "win wins" we hear so much about.