Jeremiah Owyang in his post "Usage and Experience Doesn’t Equate to Social Expertise" makes an excellent point that just because you know all the latest whiz bang tools and you have a zillion Twitter followers doesn't mean you necessarily know squat about how to define a social media strategy that will meet your company's needs.
We all had a good laugh at Ian Lurie's 10 Questions to Evaluate a Social Media 'Expert' but this only helps to reinforce Jeremiah's point as most of the questions are experienced based.
With "social media experts" multiplying like rabbits the skill they need to demonstrate is how their strategies and tactics have contributed to meeting their company's goals.
How about just one question: "Tell me how you used social media to help your company achieve its goals?"
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