The network used to be invisible, you couldn’t really tell who was talking about you.
Now it’s relatively visible, so you can tell, which makes some people freak out (are we doing enough?).
If you stick to basics, look internally, do a remarkable job, do things worth talking about, the network will happen.
Remember it’s not stimulating a Facebook Liking competition that drives business it’s a real shift of value in each and every customer. Doing that consistently is what’ll get the network on your side.
Just the way business was done, before the network was visible.