I have lived and breathed the internet for over 12 years. It’s been the early adopters on the internet that have participated in customer lead content, using forums and blogs to influence the outcomes and opinions online.

New social media sites have taken it to tipping point
The new social media sites have taken customer lead content to the mass market, so that it has reached critical mass. Using Twitter or Facebook anyone can make their opinion count, as it’s so easy to use and accessible.

A great example is the power of the people buying the Rage Against the Machine, making it the Christmas #1 over the X Factor winner.

The other example in 2009 is the BarackObama Whitehouse campaign – as they had key political bloggers as part of the reporters on the campaign. Some of these bloggers had a bigger audience than some of the newspapers, that’s how influential they are.

Wake up and smell the coffee
Anyone who or company says that social media is a passing phase, think again. It’s here to stay, and it will only grow in influence, as internet access grows and as more people join the sites.

The same techniques and objectives that have been in place for managing online forums, blogs and reviews still applies then as it does now. There’s nothing new there, just the volume and opportunity that have increased.

Every company, how big or little needs to be embracing the change. Every person needs to be using the technology to grow their personal online brand reputation.

It there was one recommendation I would give anyone for 2010, get online and start growing your company and personal brand.

Identify where your customers are online and start engaging with them. Work out what your optimal online marketing mix is, then remain committed.