Creating social proof doesn't require spending 10 hours a day dumping content and comments on every social network available. Spend time carefully creating solid content on LinkedIn and the other social networks appropriate for you and your career.
Have you ever really thought about how terms take on new meaning over time? When I was a kid, the word "sick" actually meant sick. Today "sick" can also mean "amazing." Words and phrases evolve over time -- especially in the business world.
In an economy where social proof is becoming mandatory for media exposure and sales, cyber shills will be hired in greater numbers by brand and marketing firms, despite their public opposition to the practice.