Social Media Experts are just people who can't design or build.
In other words, they're like the other 99.9% of humanity? The ones we built the web for, the ones who bring all the money and attention and customers? ;)
Social media experts are best considered as the power users of the stuff being built by the hackers and designers. They have an audience and can be an influencer for you, but at the end of the day, they're squarely on the consumer side of the divide. As such, it's important to reach out to and build relationships with these folks, but not to act to surprised by the uberconsumer behavior, which we all display at some time.