Social Media's Surge: Is It Really Smart?

I referenced an awesome article I found naming the top ten "dum" social things people do. Jay Deragon put together some convincing opinions but the overwhelming comment that stuck with me:

It is becoming apparent that everybody is selling something while nobody is learning anything.

There is such a whirlwind around social networking right now, including a booming job market for those who can successfully deliver a winning strategy.

 Indeed currently shows upwards of 2000% growth for social media jobs. In reality, is our focus to truly engage customers or just get a certain number of "Likes"?