B.J. Mendelson, is a public speaker and author of the book, Social Media Is Bullshit. Mendelson first received attention in the early 2000s for being able to turn his financial struggles as a Millennial in The Great Recession into media coverage for himself with appearances in The New York Times, Newsweek, The Los Angeles Times, and others. After building an unsuccessful national breast cancer outreach tour around the advice given by prominent social media marketers, and subsequent success in doing the same tour again the following year by using tactics he knew to work, B.J. went on to write a book called Social Media Is Bullshit based on his experience. He later earned additional media attention for frequently taking on prominent social media experts and companies. Mendelson has also appeared on MSNBC, CNBC, CNN, Yahoo! News, the CBC, TechCrunch, The Huffington Post, and numerous other national outlets to talk about these myths and who actually benefits from the hype. B.J. Mendelson founded Earth's Temporary Solution in his dorm room at Alfred State College during the Fall of 2001. He would later miss the 2002-2003 academic school year at Alfred to handle booking and promote fifty-five sold out shows across the East Coast during that time. The shows were sold out using almost exclusively online marketing tactics and offline networking.