(CC) Brian Solis, http://www.briansolis.com and bub.blicio.us.

Every recent college grad knows Mark Zuckerberg’s name. We read it multiple times a day logging onto TheFacebook.com. “A Mark Zuckerberg Production,” it said up top.

Now most of us likely think the name with at least an ounce of disdain. That Mark Zuck, just trying to make a buck. He opened up Facebook to the world, made the site lame and now probably bathes in Perrier.

Until I started researching all things Facebook, I too thought the social network was losing its luster as it expanded and became more commercial. Now, I have only awe and respect for Zuckerberg. Zuck’s understanding of the web, business and human nature is astounding. It’s no wonder he has changed the world.

But he’s not done. Squashing imitators, surpassing MySpace and fending off Twitter are small feats compared to Facebook’s next goal: overtaking Google and becoming the internet as we know it.

I was shortsighted when I thought Facebook’s reign would end when it lost a certain level of cool. Facebook doesn’t care about being cool. Facebook wants to be ubiquitous and indispensable.

Not too long from now, you will turn to Facebook for everything. You will start using it as a search engine. Community pages will have wikipedic info. You will pose questions to and find answers from the whole Facebook community (a quaint word for what will likely be one billion by next year). Subject pages, like Comedy, Politics and Health, will become go-tos, especially when major companies start producing content for them.

Brand pages will get better — less insipid self-promotion, more original content and diligent customer service. You will seek product reviews and recommendations from your friends. Apps will have more functionality and buying products through them will seem natural. There will be little that won’t live on Facebook. And other sites will continue to integrate the Open Graph into their own, so you’ll be on Facebook even when you’re not on Facebook.

Soon, not using Facebook will be akin to saying, “Nah, I don’t do Google.”

Photo credit to Brian Solis, www.briansolis.com and bub.blicio.us.