The endless experimentation that marks current social-marketing efforts will give way to a clearer consensus about the purpose and possibilities of social media in the coming year, argues Jay Baer. The companies that do best will be those that make social marketing the status quo, rather than something to get excited about, he argues. "Here's hoping 2010 is the year that the real-time Web and social media become less special, not more," Baer adds. "Eventually, every company will have a social component, and then it will just be the way marketing gets conducted in the modern age."

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