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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.

Stocks are on pace to extend gains for a second week as the fourth quarter tries to recover from a dismal Q3. Consumer spending and online advertising have helped push the market higher.