What the hell does is mean to Wolford?
While experts bitterly dispute the the authenticity of the original Wolford post, is widely agreed that the practice is a social media post (generally to Facebook, but also Twitter, Instagram, or other platforms) featuring a book and an alcoholic beverage, frequently, though not necessarily, in a public house / bar / lounge / restaurant, and generally while traveling. Scott Wolford, a member of an obscure coterie of academics known as political scientists, is responsible for establishing the practice. Hence the moniker.
It is unclear who was the first to copy the practice, thus launching the meme, but several examples follow.
Below: a partial gallery of originals posted by Wolford himself.
 As is well known, the most intense academic disputes involve the most arcane and smallest of stakes.