Business-to-business companies are finding it hard to accumulate Facebook friends and use social-media sites for marketing, experts say. Facebook "is so consumer-dominated that it takes time to find a voice that cuts through what's already out there," said one B-to-B small-business owner. But some say social media is an ideal way for B-to-B firms to market because contracts often take months to land and involve several people in the decision-making.

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