Can anyone do online book marketing?

I was at a seminar last week and heard a speaker who said that any author who wasn’t up on the latest online book marketing techniques might as well pack it in right now. I don’t know if I’d be THAT harsh about it, but I do think it’s true that as authors we need to start getting online and taking the Internet back from all the spammers and know nothings who dominate it now. Think about it — we’re true experts in our fields with lots of valuable and useful information to share with the world. We deserve attention online.