I did a post on how NOT to get twitter followers at jessewatkins(dot)com, and it amazes me how these startups start following hundreds of people with no avatar, only one or two tweets, and expect to get their name out there. I agree that you shouldn't focus on social media, but doing social media WELL can be one of the best ways to get your name out there. Maybe you can expand on how TO use social media, because people are on it, and done well, it is powerful.