It was easy to forget that enterprises and large institutions are the originators of some of social media's pillars: listservs, forums, intranets and collaboration tools. As social media became a public domain, enterprises have been cautious participants, predominantly in the product space, with few visionary leaders like Zappos, IBM and Dell. But cautionary they are no more. With a reported average of 25% increase in funds allocation toward social media activities, in 2010 we will see a surge in adoption of social media across product, services and solutions companies.