Social networking expertise for laughs: Who or what is SMUG?

With the advent of social media, so has come the rise of social media consultants, marketers and experts. On its face this is not entirely surprising seeing as any new technology has typically brought a second wave of people to help others get with the future (and naturally, make a little cash.)

So how do you explain "S.M.U.G?"

That's "Social Media Usability Gurus," according to the "think tank of digital-savy professionals" web site. They're local and they're here to tell all of us how to make the Internets, with the Twitters and Facebooks and whatnot, work better.

And now they're having a party. Tonight at 7 p.m. at Empire Dine and Dance they're holding "SMUGup 09: Social Media STFU."

And yes, if you're still wondering, the whole thing looks like a big joke. For instance take such advice as "Are you Followable? 6 easy steps to PowerDouche," "When Twitter Envy® consumes you with white hot rage..." and "ALL CAPS IS YOUR FRIEND."

Is it one big joke? A subversive viral marketing campaign?

On Twitter they (or he or she) seem to alternate between lobbing grenades and making jokes.

Tonight's "SMUGup" is clearly a dig at the dueling social media conferences coming up this fall in Maine, Social Media FTW, and The BIG Conference. They wrote this about their event tonight:

"Don’t worry, it’s not an all-day conference of blowhards telling you how to use Twitter. It’s a 5-6 minute presentation of GURUS telling you how to use Twitter. And Gurus are totally not blowhards. We should know. We’re Gurus."

SMUG seems to be walking a fine line at the moment, making some laugh while making others not so happy. But they're garnering attention, at least as people wonder who is behind the curtain.
I asked (over Twitter of course) whether they would be revealing their secret tonight. The response:

"@JustinNXT we will reveal all. We will delight and amuse. We will entertain. +booze and food. This will be the best smugup you've been to."

So who knows what that means.

At the moment we're left to guess. If we consider who has the knowledge, ability and acumen to throw together a web site and presence on Twitter and Facebook in a matter of weeks, let's run down a quick list of suspects:

@CostaVidaFred: Fred Abaroa, runs Costa Vida in South Portland, co-hosts the "Word on the Tweet" podcast and runs the Small Business Owners Using Twitter group. Self-described on profile as "The Marketing Imagineer, Podcaster, Co-Host Word On The Tweet, Green Glasses, Networking Guru, Micro Expression Expert & Restaurateur." Why it may not be him: Is a frequent target of SMUG.

@AlexSteed: Alex Steed, writer, organizer, social media advocate. A frequent contributor to the blog and guest on the podcast, Alex is a busy dude who knows the ins and outs of new media and marketing and has set-up a nice little shop for himself. Self-described on Twitter bio as: "I'm simply trying to understand my (and your) place in the supposedly emerging Utopia of digital communitarianism." Why it may not be him: He's an idealist. Way too sincere about social media and the power for social good.

@TheRichBrooks: Rich Brooks, president of Flyte New Media, new media blogger and ubiquitous presence on Twitter. Rich seems to be a one-man new media hub, dispensing advice on "207," appearing at Tweet-ups, and co-organizing this fall's Social Media FTW conference. You want someone who knows social media marketing like it's written on their eyelids? That's Rich. Self-described on Twitter bio as: "Prez of flyte new media, a Web design and Internet marketing company. Enjoy killing zombies and long walks on the beach. Fast Company Expert Blogger, fwiw." Why it may not be him: This guy is way too busy.

@ViaNow: The Via Group, one of Portland's hot-shot creative firms that covers all things marketing and new media. They have a full house of creative types well-versed in new media. And they always seem to be on the look out for brilliant interns to do mysterious work on the Internets. Self-described on Twitter bio as: "Born in 1993. Reborn every year since. VIA is a marketing agency that creatively helps the world's best companies grow in ever-changing times." Why it may not be Via: There doesn't seem to be a product, service or cause behind SMUG. If there's no client, would they be behind it?