The financial services industry's rapid and growing acceptance of social media has been slow to spread to the dealer channel. Advisors surveyed for this year's Dealers' Report Card say their firms are failing to harness the benefits of this new business-development tool.Case in point: advisors rated their "firm's focus on social media" at 6.4 on average overall, down from 7.0 in 2012. And five firms - Burlington, Ont.-based Manulife Securities, Montreal-based Peak Financial Group, Lévis, Que.-based Desjardins Financial Security Independent Network, Ottawa-based Independent Planning Group Inc. (IPG) and Calgary-based Portfolio Strategies Corp. - saw their ratings drop by half a point or more year-over-year.