Social networking basically gets your face in front of people, kind of like going to parties. And like at parties, it's not polite to hand out a business card unless someone asks for it. Making online social networking productive for business requires the same approach as offline networking - meet as many people as you can each opportunity you get and hope they like you. Whether online or offline, you look for opportunities to make the subtle connection between "hi, my name is Paul" and "what do I do for a living? Well, I'm a real estate agent....". If using Facebook, for example, first make yourself seem interesting as a person by expressing interest in things others are interested in. Then, link to your fan page as a footnote or mention that you are spending Saturday afternoon at that wonderful beach condo you have listed (where you are holding an open house...). That's my general take on social networking, make it social first, the business will come. One last thing: I never pitch friends and family. They know what I do, no use continuing to prime the pump as it usually harms more than it helps.