1). A joke used to refer to persons claiming to be experts in the field of social media. The punch-line being that those with enough expertise in the field know it's an impossible field to be an expert of.
2). A self proclaimed title by carpetbaggers and snakeoil salesman to mesmerize unsuspecting people with their recipes of easy "1,2,3" success in Social Media.
1). That guy with hardly any social media experience will call himself an expert.
2). "Follow my EASY stepwise formula to Social Media dominance and SUCCESS!" shouts the Social Media Expert.