Social networking can be very tempting for brand marketers, but it can be very challenging for the enterprise. While there are new rules and new challenges in the space, some common sense business guidelines still apply. Start by doing extensive research and define what success means for the project. Shore up support within the organization and be ready to pull the plug if stakeholders are unwilling to embrace risk. Make sure that the brand is right for social networking; it's very easy to get caught up in the fad without making sure it's a good move.

Don't select a social network just because it's the biggest. Instead, look for the one that has the correct attributes for the selected demographic. Do research into everything that is happening within the organization, as leveraging synergies saves both time and money. Social networking is not right for all businesses. Good brand managers will do their homework, set their goals and base their decisions on solid, justifiable business decisions.

Evan Gerber is a principal user experience consultant at Molecular.