During this afternoon's "Sink or Swim" panel discussion, guess who Michael Nicholas, SVP, Managing Director, Carat, picked for his "sink." Yep, you guessed it, Wal-Mart.

How does a social media campaign succeed? "You get it on Oprah, and you're done," promised Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide.

According to Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide, the No. 1 strategy is "listening."

Social Vibe's Joe Marchese threw a rate bone to the "punch the monkey" type ads that have become the bane of online creative.

The ads suck, according to Andrew Monfried, Founder and CEO, Lotame. Explaining the relatively low click-through rates most ads targeted at young users have has less to do with the precision of behavioral targeting in social media, than it does with the quality of the ad messages.

How is behavioral targeting different in social networking, today? "It's about the identifiers," said Andrew Monfried, Founder and CEO, Lotame. “How you're [consumers] are engaging with the networks

While behavioral targeting may be revolutionizing online advertising for direct and performance based marketers, it hasn't caught on in a significant way in terms of planning social media buys. At least that's how Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide, sees it.

What's the value of behavioral target in the realm of social media? "The problems it solves is scaling the procurement of social media," said Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide, on an afternoon panel.

Trying to explain the underlying value of "time spent" as a metric for measuring the impact of social media on advertising and brands, Joe Plummer cited two major insights in the burgeoning field of neuroscience research.

Well, not your real friends, but the descriptor "friends" that people use to describe their contacts on social networks, is nothing more than "B.S.," the former Madison Avenue research and consumer insights muckety-muck said.