this venue is especially helpful, since you have complete control over content, message, voice and packaging Social networks -- the value of social networks is now accepted, and should be a core component of any visibility strategy. However, it is also important to make sure that your contributions are driven by substance and value and do not become part of the cacophonous background noise Web sites -- this venue includes your standard Web sites, of course. But, you should also consider setting up specific project-related sites or sites dedicated to documentation (c.f., our TechWiki site of 300+ technical articles) or to methodologies (the excellent MIKE2.0 site is one great example) or to other ways by which particular content (such as tools with the Sweet Tools site) can raise another flag User forums -- user discussion groups and forums also become their own attractants for like-interested prospects, and Conferences and tradeshows -- while potentially valuable, presence at conferences and tradeshows must be carefully evaluated. Since participation and opportunity costs are high, the venues should be clearly relevant to your market space with likely decision makers in attendance. The observant reader will have already concluded that each of these venues develops slowly, and therefore raising visibility is generally a slow-and-steady game that requires patience. Start-up vendors backed by venture firms or those looking for quick visibility and cashout will not find this approach suitable. On the other hand, customer prospects looking for answers and self-sustaining solutions are not much interested in flash