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I haven't used face book, but am on LinkedIN and Smaller Indiana. Check out LinkedIN. It can help you find individuals that you are looking for to market your business to.
Facebook is really more social in nature, I use it as another way to increase my web visibility, but as a B2B or B2C tool, don't think I'd endorse it. Linked-In is getting me some appointments, people are truly there to network, might have some luck if pitching business and not residential work.
By the way, there is always a cost, whether cash or time, its an investment that needs to yield results.
Little. I wouldn't recommend facebook if you are on a tight budget and want customers fast. Remeber this started out as a "college only" site. So the users are younger. Demographically speaking the older someone is the more money they have. Facebook marketing would be good for things like iPods or the younger generation lost cost things.