Experts in content creation, social media, and SEO seem to be a dime a dozen these days. Here’s a few quick tests for you:
If you’re looking for a content manager, are they creating content for themselves or just pushing other people content through sharing?
If you’re looking for a social media person, are they using social media regularly across all platforms?
If you’re looking for an SEO firm, can you find them by googling “SEO?”
Find yourself a practitioner, not a dabbler.