You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract What Kind of a Social-Media 'Expert' Do You Really Need? Answer: Someone Who Knows What's Worked, But Will Lead You to Try New Things By Joseph Perello, Published on January 29, 2013 19 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.