Newer social applications, such as Snapchat and Secret, are gaining social media buzz, but their value to marketers remains largely unknown and untested, despite investors funneling big dollars to the upstarts. A Secret user's identity is secret, for example, making it potentially less valuable to marketers. But Snapchat users are identified, which "makes it easier for marketers to market to [and] I think that's where Snapchat wins," says Cameron Yuill, an angel investor and entrepreneur.

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