Carol’s Daughter sells hair and skin care products primarily to African-American women.
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So far there is no clear way to measure in dollars the value of a social network presence, adds Todd of Roxy.
“Traditional ROI doesn’t apply at this point,” he says. “It’s about participation, the number of friends and fans, the number of users creating content, the number of views of your content-simple counts at this point. And frankly, if you compare that to a print ad, how many people engage with your print ad? You really have no idea. At least with social networks you can see how many people are participating and engaging with you, and what they have to say and contribute.”