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Don't believe the next social media expert who tells you "social media is intangible" when it comes to building your brand. Sure, it's difficult to calculate a precise return on investment for social media marketing efforts: Just ask General Motors, which pulled $10 million in Facebook advertising last month because it couldn’t track measurable results. But social media reach is more measurable than some people would have you believe.
"Obviously this is a very new space so there isn't one established way to think about it," said Linus Chou of Google Analytics in a presentation at BlogWorld & New Media Expo in New York City this week.
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