Give up the Marlboros? Unlikely. Say goodbye to my friends Jose Cuervo and Jack Daniels? Forget about it. Double bacon cheeseburgers? I can’t quit you.* So let’s focus on the resolutions for 2010 that brands/marketers might actually stick to:

Focus

It’s easy to be all over the place with Social Media. You’re tweeting, blogging, updating statuses, uploading photos… Pretty soon you are spread so thin you are no longer making an impact anywhere.  In 2010 don’t worry so much about putting down markers on every new platform or network, instead focus on the two or three that you feel you can really add value to, and derive value from.

Integration

That focus becomes even more powerful when you can integrate your efforts. Facebook connect is a great example of how smart brands are tapping into the massive audiences of Facebook, but still carving out their own niche online. Tools like Tweetdeck can also maximize your impact.  Integration also means making Social Media work with other tools in the marketing arsenal. From printed materials to broadcast to outdoor, Social Media has to support – and be supported by – all parts of the marketing mix.

Innovation

Now’s the time to take a look at the current uses of Social Media and start flipping them. How can Twitter or YouTube be used differently? What sort of new partnerships or ideas can be made better through the use of Social Media? Innovation isn’t a ‘one size fits all’ resolution, either. B2B, small biz, global, services, everyone has different objectives, tools, resources and customers. Being innovative in your niche may be old hat in another, but that doesn’t matter. Change the game you’re playing.

Meaningful Metrics

In 2010 it’s time to put business into Social Media. Topline metrics like number of followers or Facebook fans just isn’t going to get it done. You have to resolve to become more sophisticated with, and yes more demanding of, your Social Media metrics. It’s not likely to be a direct relationship for everyone, but correlations can be identified and some causal extrapolations determined. If your Social Media activities aren’t driving your business then you need to rethink your resource allocation to Social Media.

Resolutions aren’t easy, but the stakes are too high right now not to give this your very best effort. Push through Q1 and Q2 and you’ll start to see the results. From there, sticking to your resolutions will get a whole lot easier.

*FYI – No need to call a doctor, I don’t smoke, drink or eat burgers.