. >> 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 strategy needs to be who are we trying to engage and why. >> if you want to generate sales through social media, he says, you need to first get to know your real life customers and why your product matters to them. >> it has to start with somebody who actually does like your brand. so if you have people who actually like your brand or actually like your company, what social media is good for is to nudge them to help them amplify that to their people. >> reina, the founder of l.a. based digital architects makes a similar point. she says you need to think about participating in social media like attending a cocktail party. >> if you are just standing in the corner at a cocktail party and not engaging and not asking anyone questions, then you're bad at a cocktai