"All Media Is Social Media"

Sitting in the lobby of the Roosevelt Hotel now with Michael Lazerow of Buddy Media, downstairs from where the IAB's social media conference is taking place.

Lazerow is telling Brian Wieser that social media has always been around -- "since the caveman days."

"Think about the eay we used to watch television as families. That was a social medium," he says. What's changed with online social networks is the speed and "ubiquity" of it.

He calls it an "accelerant," something that takes social media interactions and accelerates and spreads it like, well, wildfire.