Can you believe it? 2012 is finally almost here! And as happens around this time every year, the Internet is abuzz with everyone’s resolutions for the fast-approaching New Year. Some resolve to exercise more often; others promise to finally ditch their bad spending habits. But like many years before, it won’t be soon after the 1^st when many of these resolutions go out the window.

How about resolving to make some changes you can actually stick to?  If you’re a brand with even the slightest social media presence, we think your resolutions should look something like this:

1. In 2012, I will focus on relationships. Quantity does not equate to quality, so I will value authentic conversations over the number of fans or followers.

2. In 2012, I will stop posting the same message on different platforms. Facebook, Twitter, and other networks differ in audiences, content, flow, and more, and I will post to each of these sites accordingly.

3. In 2012, I will not ignore – or worst, delete – negative comments on my Facebook page. The potential backlash of doing so could end up being more damaging than the comment itself, plus the nature of social media allows my audience to always see the good and the bad about my brand, whether I like it not. Therefore I will carefully and quickly respond to all complaints to the best of my ability.

4. In 2012, I will only create accounts on the networks that make sense for my brand. I will never set up profiles in places where my audience is not present.

5. In 2012, I will stop talking at my audience, and start engaging with them. I will allow the topic of conversation to stray from my brand because I recognize that my audience cares about things other than my newest product or latest media hit.

6. In 2012, I will approach social media strategically. A Facebook post here and a promotional tweet there does not help my brand to achieve organizational objectives, so I will be sure to lay out my goals and plans for accomplishing them before getting started.

7. In 2012, I will measure my social media efforts. I will determine the metrics that matter most for my brand, and will regularly track them, both independently and against competitors.

Though this probably won’t be the year when you finally lose ten pounds, and chances are high that you’ll break your budgeting goals before the ball drops, this could be the year when you boost your social media efforts. What’s more, the end result can increase your sales, improve your image, and secure your brand as a social media leader in the online space. Now that’s something to celebrate.

About Andrew Krebs-Smith

Andrew sings our praises to anyone that will listen. Before founding Social Fulcrum, he developed and managed social media strategy for accounts including Pfizer, Ocean City MD, The National Aquarium, and Strayer University. Andrew loves food, travel, music, exercise, and tea. Connect with Andrew on Twitter and LinkedIn.