The challenge of monetizing YouTube, Facebook and beyond

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Brand marketers have been embracing social networks such as YouTube, Facebook and Twitter, but not all is clear in terms of return on investment. I've heard a lot of marketers say that it is not always about directly making money, as there is a value in allowing consumers to communicate with a brand in whatever channel they should choose. After all there is branding power by having a presence on these sites that see huge numbers of traffic and site spent on the site. Still, everyone is mulling if these channels will prove profitable, especially YouTube, which recently began featuring ads. The NY Times has a good piece today on the challenge of making it work financially.
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