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Social media remains a marketing tool both intangible and difficult to measure, which makes it a tough sell to corporate directors who come from the golden age of radio advertising. Fact is, without metrics on how social media directly impacts a company's ROI, it is a challenge to get support in favor of implementation.

Both Green Mountain and Starbucks have had major years but recent tactics for expansion and the rising cost of and demand for coffee are likely to help them push even higher.