“How, then, does one differentiate between an expert and the more than 800 million amateurs who log into Facebook each day?”
As a social media guy, the explanation I like to use is bring up the difference between a standup comedian and anybody who’s ever told a joke. Most people know a joke and can elicit a few laughs, but not everybody can entertain a paying audience for over a full hour. That takes practice, repertoire, sensitivity, pacing and all sorts of things you don’t realise you’ll need until you’re sweating under the spotlight.
Similarly, managing a brand’s social media presence requires all sorts of little things that aren’t immediately obvious, and are actually really hard to enumerate in a “10 things” list. It’s how you act under pressure, in unforeseen circumstances, etc that really count the most.