Most people start with the buzzwords, ignoring the fundamentals of marketing. But good marketing starts with identifying your customer segment, then identifying channels where your potential customers hang out.

And while your potential customers may indeed hang out on social media, the reason they visit those networks isn’t to engage with brands or products.

“Don’t think about social media necessarily as the place to get customers, but think about social media as the place to get feedback — to learn, to listen, to understand what the market wants and needs,” says Dave Kerpen, founder and CEO of Likeable Local and co-founder and chairman of Likeable Media. He adds: “The only place I’d think about social media for early customer acquisition would be social media advertising,”

The takeaway? Don’t get muddled up in the buzzwords (including “growth hacking”). Instead, go back to the basics once you start to market your product.