When a client says they want to be "edgy" and to "push us creatively," you wouldn't think I'm referring to a bank client. But I am.

In 2010, we have to make the resolution to discipline ourselves to always take that step back and give sound advice, or social media can be just another way to throw away good marketing dollars.

One morning, I'm driving my six-year-old to school and for some reason he asked me what I do at work. I thought: How can I make this sound on-par cool with the police detective that lives next door, a rock star like Hannah Montana or the cashier at Target?

OK, the client has signed off on redoing their website or creating one from scratch. The bliss has subsided and now you realize the mountain ahead—weeks or months of content collection, internal and external status meetings, proofing every character/every link, beta reviews, soft launch, post launch testing, to infinity.