Julie,
the problem with broad-reach, "free" media is that there are no rules. It's kinda like stealing images off of websites: if you can do it than it's OK to do it. We tend to assume that all people who are in business understand fundamental business ethics. And we are reminded just how wrong we are almost every day.

Perhaps it's time for those Social Media gurus to add ethics into their seminars and forums. That, of course, would pre-suppose that they actually know what they are. Hate to be so negative but that sort of behavior is not surprising. On the other hand, cross-promotion of symbiotic businesses on your Facebook pages is actually a pretty good idea so where do you draw the line?

Jim