With the near ubiquity of online social networks, you might think they're just the thing for your lead generation and nurturing programs. But before you take a spontaneous Facebook plunge, Ardath Albee of Marketing Interactions offers a few caveats.

"The problem I find most prevalent is that companies have no realistic idea about what it takes to launch and support a social media program," she says. "It takes a lot more than creating an account and setting up a profile with the best of intentions to participate."

With this in mind, ask questions like these:

Do your prospects use Facebook and Twitter? Even if they do, notes Albee, it's important to determine whether they use social networks for personal or professional reasons. Your efforts will be for naught if they use Facebook pages strictly for family and friends.

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