From a marketing point of view businesses are increasing looking at the Internet to increase brand awareness, communicate and get closer to their customers and increase service performance whilst lowering overheads.
The Internet marketing mix covers everything from website design, search engine optiminisation (SEO), to blogging, banner advertising, Internet video to online social technologies such as Facebook.
For many businesses at the moment many online social communities feel a bit like small islands or countries seemingly not connected or if they are, the migration (visa rules), are not seamless/ user friendly/ aware.
In the future we will see a move from this individual island perspective ("I'm on Facebook" and "I'm on Twitter" statement) towards a greater seamless integration (interoperability) of adaptive open social technologies - ie single user login and unified messaging portal - many devices > one login > multiple feeds (in and out).
With that will come greater contextual advertising, derivative information and aggregated services, the linking of similar communities and interests and consequently a market rationalisation of base platforms.
Innovation will move up towards higher value services, more effective communication for the time poor and greater creative quality expression.
In the technographics ladder we will see the user type distribution curve move up as users become more technology conversant and literate ie "technacy"
For businesses now it means allocating resources and experimenting with these new communication channels.