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I used to be a very, very minor rock star. Despite my distinct lack of talent as a drummer, our band, Myopic Son, had the opportunity to play Summerfest (the World’s Largest Music Festival in Milwaukee, WI), dozens of colleges, and hundreds of other gigs.

At almost every show we played, people would come up and say, “You guys are great. I listen to your album all the time.” I’d reply, “Really? Until you just told me, I had no idea.” Isn’t that funny? Not until the right opportunity (being in the same room with us after a show where we performed) would people tell us how much they enjoyed our music.

This same phenomenon happens today too, and you don’t need to be a proper rock star to experience it. Social media is the greatest mechanism ever invented for those responsible for business development at your firm (called “rainmakers” through the rest of this article) to become known to their target market, and if they use social media the way I describe below, they’ll start receiving accolades in real life from their fans, too.

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