. >> bob hoffman is a 41-year veteran of the advertising industry. >> as a businessman, i don't care about engagement. i care about sales results. i want to see what has actually happened as a result of the money i'm spending on advertising. >> now he's an industry critic through his blog the ad contrarian. he says too many companies are putting too much effort into their social media for all the wrong reasons. >> followers like engagement to me are a false goal. the goal is to sell someone something. >> not understanding how to use social media in a larger marketing mix is one place where experts think they get it wrong. >> i think social media and the open web, too, for a small to mediumized business is about creating awareness. it's less getting someone to immediately click on a thing and doing the action. >> dan greenburg is the founder of share through. a san francisco based agency specializing in website advertising. he says social media should just be a tiny part of a much more complex advertising recipe. >> facebook and social media can't be the beginning of the strategy. the

and jannette hoffman with us, good to see you. >> bob becan key. lisa are you surprised there is a racial despair disparity on tt scores. >> of course i am. i am kidding, i am calling him pretty ricky, i don't like pretty ricky, coming to new york, and this is a trash that they bring to new yy de blasio,. bill: is that fair? school superintendent, can only do so much, you have a mayor, a counsel they have to manage the month they have. >> he gets high marks from other educators because he was a teacher in the classroom, houston is different from new york city, he went from overseeing 200,000 kids to largest school district in nation that is plagued with problem from overcrowding, large class sizes and racial disparity in test scores. bill: i'm surprised at our first two comments buying negative, i think give him a shot, he knows what he is doing between houston and san francisco, you are only talking about scale, decision makes is similar. >> what is wrong with someone in new york city school system that knows the system, are there no qualified peo

hoffman. thanks for joining us very early in the morning. so we have new reporting that bob mueller's team has reached out to their turkish counterparts to get information about jared kushner's ties with that country. what is the likelihood they're going to cooperate with those in turkey? >> it's certainly possible that they will. it's possible, as well, that we'll have other streams of intelligence reporting on what is known about jared kushner's business dealings in turkey. i think what the mueller investigation is doing, what the special counsel is doing, is just trying to cover all the bases and make sure they don't miss anything. >> what's the protocol here to get foreigners to cooperate in investigations like this one? and, really, what's their incentive? >> i think what would normally happen at the embassy is this is a legal matter. they would meet and explain that we have this investigation going on. there is an element of reciprocity here. in other words, when the turks have legal issues in the united states, it's not always so smooth, but they would like for us to