Business development is going through a technology-fueled evolution, yet the professional realm remains littered with organizations and individuals resistant to this transformation. Some call them late adopters, but the term “dinosaur” is also appropriate. Just as the Cretaceous Period saw the abrupt end of T-Rex and his reptilian kingdom, the Digital Age will be unforgiving to the dinosaurs that refuse to adapt to our emerging business communication landscape.
Dinosaurs are at a clear disadvantage. For starters, those with an incomplete or inactive LinkedIn account are opting out of a sea of new business opportunities. LinkedIn hit 300 million users earlier this month as the site continues establishing itself as the modern business card. Its new publishing platform is a game changer for engaging new and existing networks through thought leadership, and its mobile push promises continued growth and innovation for the world’s largest professional network.
Facebook and Twitter provide additional avenues to broaden new business opportunities. Facebook is now a potent advertising platform for consumer brands, and Twitter hashtags have become a fixture for a wide range of promotions – from television programming to corporate events.
The Digital Age will push forward with or without them, so dinosaurs should seek help transitioning to a contemporary business development model. Tired prospecting methods are not effective with the new generation of potential customers. They do not want to be sold to; they want to be engaged, educated and entertained. The choice is clear, dinosaurs: evolve now or face extinction.
This article originally appeared in Brian’s LinkedIn blog.
Follow Brian on Twitter @BrianHartPR.