I suppose the answer depends on you.
Being online means you have access to all sorts of technology to better represent yourself. The internet allows you to "level the playing field", doesn't it? Well, sort of.
All the technology in the world won't make up for your lack of ability to communicate to the world your uniqueness.
Don't think you're a good writer? That eliminates a lot of opportunities for you. Content is still king online.
Afraid to be in front of a camera? I guess video's out for you as well.
Hate your voice? Podcasting's gone too.
So what's left?
Facebook and other social media tools require you to communicate in writing, video or pictures your special-ness. If you can't do it, I guess you're stuck.
Oh wait - there's another option.
Hopefully, there's at least one person who can market you, and do it in a credible way.
Who's this person?
The customer you have delighted with your incredible product, service or kindness.
Perhaps there's more than one of them. The best thing about them is they can make up for any deficiencies you may have in your ability to communicate - as long as you can communicate your need to them. They can help you get your message out powerfully, credibly, personally and honestly. Why? Because you've helped them and you've done it wonderfully.
Got one of those people in your corner? I sure hope so, because they're your best salesperson.