As we enter 2010, is your business expecting a very different future – and have you started planning to implement new approaches based upon a different future?  For example, how do you plan to acquire new customers, employees and vendors in 2010 and beyond?  Do you still rely on traditional advertising?  Do you use a web site?  Is most of your on-line IT budget still dedicated to web site development?  How much of your plans for 2010 are extensions of what you've been doing on 2009 – or maybe an ongoing trend from much earlier in the decade?

According to the Wall Street Journal in "Linked In Wants Users to Connect More," the number of Linked in users almost doubled in 2009, from 31.5M to 53.6M.  And to drive additional user traffic the site is working hard to add applications which can help companies with recruiting, marketing and other business functions.  With users jumping, and time on site increasing, is your company blocking access?  Or is it figuring out how to leverage this leading web site to find new customers, recruit aggressive new employees and build a stronger business? 

But Linked-in is considerably less successful than Facebook.  Do you still think of Facebook as a site for college kids to plan drinking parties?  If so, you've missed a tsunami in the making.  Facebook's user base, at 350 million, is over 6 times Linked-in.  According to ReadWriteWeb.com "It was a Facebook Christmas; Site Hits #1 in U.S. for First Time."  On 2 days Facebook actually had more site hits than search giant Google!  And Facebook was the #1 Google search in 2009.  Facebook use is exploding.  The average Facebook user spends over 3.5 hours in a session.  Many Facebook users log in daily to keep up with their network and what's happening in markets of interest to them.

Increasingly, people don't do web searches to find out about restaurants, movies, products, services – or even jobs.  They go to social media sites like Linked-In, Facebook and Twitter.  If you depend on people to use your web site to learn about your business – that may be too late.  When referred by a friend, what is the first impression a potential customer (or recruit) gets when reaching out to your LInked-in, MySpace or Facebook page?  What applications or groups do you support to demonstrate your business and your ability to grow?  How are you reaching out through these environments to meet the people who should be a customer, employee or vendor? 

Increasingly, people don't even make their first touch with your business via your web site.  iPhone users, and the soon-to-explode Android phone users, as well as all the other "smartphone" (or mobile device) users learn about your business from a very small screen that brings in small bits of information that is largely text.  They often go to a PC and search a traditional web site only every few days.  So how is your information presented?  Is it largely graphical, with embedded objects that don't show up well (or at all) on a mobile device?  Is it lengthy HTML pages that requires scrolling on a phone? 

Increasingly, people looking for you will blow off traditional web pages in favor of easier to access and read information.  You may hate the 140 character Twitter limit – but it's becoming a standard (the new "elevator pitch.") So is your on-line impression being driven by web developers, or by mobile device developers?  Is your on-line environment all about driving people to your web site – which may never happen – or are you effectively connecting with them via Facebook, et.al. and informing them without asking them to go to your environment?  Are you letting users control their access to your information, making it easy for them, or are you trying to control their behavior — and putting off many?

There are many reasons to think that in 2010 how people acquire business information will shift from traditional web sites to social media sites.  First impressions, and a lot of the decision making process, will come from Facebook, Linked-in and Twitter.  Is your business positioned for this shift?

Pepsi recently made a decision that appears forward-focused rather than following tradition.  Pepsi is abandoning Super Bowl ads in favor of spending more on-line.  MarketingDaily.com reports in "Compete:  Pepsi's On-line Push a Smart Play" that Pepsi is reaching more people at a lower cost by investing in on-line marketing.  Despite the historical role Super Bowl ads have played for big consumer products companies, Pepsi's decision is positioning the company to better connect with more users and drive more sales.  Coke's decision to remain with traditional advertising looks increasingly expensive – and out of step with how people really make purchase decisions today.

Smart companies are already making changes to reach the tidal wave of people relying on social media.  They are building a strong impression, and business applications, that help them grow using environments like Linked-in, MySpace and Facebook.  And they employ people to keep their Twitter communications clear and strong. 

So is your business taking actions – making implementations – that will support where the market is headed in 2010?  Are you putting yourself where the customers and recruiting targets are?  Or are you trying to do more of the same better, faster and cheaper?