ORLANDO, Fla. — Nearly a billion consumers worldwide participate on social network platforms such as Facebook, Twitter and Foursquare. But prepaid industry executives and merchants are split about how the medium could improve closed-loop gift card sales.

"I don't know if Facebook is such a great place for gifting," Walter Paulsen, senior vice president of business development and retail at the prepaid card provider Giiv Inc., said during a panel discussion March 9 at the Prepaid Card Expo here. "I certainly don't think the code has been cracked yet."

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