Your email might contain their white paper or invitation to their webinar.
And somewhere on the Internet you might recognize a post from their blog.
All that, of course, is one part of new business development in a digital, networked era. But, exposure on social networks and in social media itself is not enough.
Along with that have to be all the old-fashioned ones. At the very least, those include:
- Creating a service or product differentiated from the competition
- Doing favors for others (The Favor Bank), who will open doors for you
- Becoming affordable or being able to bill at premium rates
- Meeting up in person
- Replying to RFPs, help-wanted
- Seinding unsolicited pitches (as "What Color Is Your Parachute?" documents as unusually effective)
- Paying to play, such as through Elance, Outscource
- Offering to be a subcontractor
- Using the phone
- Delivering a keynote speech
- Doing pro bono work
- Being interviewed by a third party/having your op-ed published there
- Advertising, continually testing out what is effective
- Leaving thoughtful comments in influential media
- Sponsoring a contest
- Leveraging a gimmick
- Becoming a thought leader like venture capitalist Peter Thiel
- Taking a seminar in selling, increasing the odds of closing.
Early adopters of social media, those just discovering the power of public relations, and the entitled are among those who have gotten stuck in The Exposure Syndrome. Being out there was never enough. In niches which are glutted it might have a relatively low return on investment (ROI).