Today it is increasingly difficult to stand out from the crowd. The true challenge is to capture the attention of those who would buy our product or service. It was easy in the day when there were only three TV channels and two types of toothpaste. Quality alone was enough to sell it then. But in today's global economy, where millions of competitors abound, quality is just the beginning. Two small words are key to making this endeavor easier: social media. These are all websites, blogs, apps, and social networks that don't require any entry fee or huge financial investment, but one flashy website isn't a platform. A Facebook page unites millions in the same way. Creating an effective platform is the key to success.