For small-business owners just getting started with social media, it can quickly appear to be a daunting task. In this video, popular blogger Chris Brogan shares his advice for companies looking to reach potential customers on social networks. One of the most common mistakes, he says, is when small business owners start promoting their companies right out of the gate.

"If you were at a cocktail party, you wouldn't come up and shake someone's hand and say, 'You should see what I sell. I'm amazing!' You would ask about the other person," says Brogan, president of Human Business Works, a small-business education and growth company. "The same holds true [on social networks]. You really need to build a relationship before you go for the sale."

And if you think you can skip social media and it won't affect your business, Brogan says think again.

"Everything you do in social media contributes to [online] search," says Brogan, also co-author of The New York Times bestselling book Trust Agents, and author of Social Media 101. "And search is how people find you [and your business]."

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