For 'B-to-B' Companies, Finding Facebook 'Friends' Can Be a Struggle

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Wall Street Journal, 10/20/10 Inc., a provider of bill-payment services, is trying to market itself on Facebook. But even though the venture-backed company has more than 10,000 clients, it has so far managed to secure only 67 “friends” on the social-networking site.

These days, even small “business-to-business” concerns like are experimenting with social media, perceiving the popular online hangouts as low-cost, easy-to-use venues for attracting new customers and retaining existing ones. But unlike their consumer-focused counterparts—retailers that sell smartphones, jeans, games and other personal products—so-called B-to-B businesses seem to be having a harder time connecting with their target audience.

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