It’s just after 8:30 a.m. and Max Kalehoff, VP of marketing at Clickable One, is giving his opening remarks to a groggy crowd on Day 2 of OMMA Global. One theme he picked up on yesterday: “Uncertainty.” The rules have yet to be written for social media marketing, plain and simple. Same goes for its future. As a result, said Kalehoff, “To be anything other than a student is disingenuous … It’s key to acknowledge the status of student.”

That’s how Day 2 emcee Max Kalehoff put it during his opening remarks. Actually, he said, it was a “strong undercurrent of uncertainty that was emanating throughout everything.” He said he still doesn’t understand the “new socialism” theme we’ve been pushing, but he said his own take is “I think that implies, is to be anything but a student is to be disingenuous.” Max, whose day job is vice president-marketing at Clickable, of course, gets everything. So I listened especially carefully when he shared what keeps him up at night. Hint: It’s not social media, per se. …

Customer relationships are what we're talking about but if we called it the Customer Relationship budget instead of the Social Media budget, we'd all be out of work, says Rick Murray, EVP, Edelman.

Michael Lazerow of Buddy Media notes that Facebook's new profitability shows that social media has a place at the table. Safe to say, it's going to be the largest business to come out of digital since search. Rick Murray of Edelman finds the challenge is operate within the different eco-systems, if you will, of social media. Lazerow is seeing massive budgeting being done for Facebook et al. Agrees Jeff Flemings of VivaKi: Something clients want but can't yet get is access to lower-funnel consumer behaviors. Upper-funnel stuff is soft, fuzzy and fun but doesn't have the clout. …

During the mommy bloggers session at OMMA Global New York the women talked about having passion for the brands they blog about. Bloggers don't typically come from PR, marketing or journalist backgrounds. "They don't necessarily know what they're doing." They do have passion about the products. The women agree disclosure and transparency is required. Disclose when you take a product from a brand to test. The community is creating the rules as they go along, but it's important to remember even mommy bloggers must live by the rules.

to see this hotel. The Marriott Marquis is amazing. The elevators are on the outside of the elevator walls so you can see people going up and down, through floors and ceilings. But what we're learning here today is really priceless. Lots of audiences seemingly paying rapt attention to panels and keynoters. Really, a great day with a special evening to come~

Major brands sometimes put their brand in the hands of blog "consultants," paying thousands of dollars looking at blogs, what challenges me is the next time the brand will feel burnt. LOOK at the blogs you're engaging with, says Liz Gumbinner. Put out a tweet asking what should clients look for before they pitch you? "READ my blog!" they all said. It's not a mass medium.

MediaPost columnist Catharine Taylor is presently moderating an all-women panel -- a first for her at OMMA, or any conference she’s ever attended. Yes, it’s called “The Mommy Bloggers” -- which the media and Madison Ave have taken to calling mom’s who blog -- but panelists take issue with the whole idea. “You wouldn’t classify Sylvia Plath as a mommy poet,” said Liz Gumbinner, publisher, editor-in-chief of Cool Mom Picks. “I feel that it limits me,” says Carol Cain, Travel Writer, Managing Editor, NYCityMama.com. Defending Madison Ave's point of view, Sarah Hofstetter, SVP, Emerging Media & Client …

Travel, kick boxing, all kinds of things got talked about in the introduction of the panelists, Taylor notes. Let's discuss "mommy blogger." Lis Gumbinner hates the term. Is Sylvia Plath a mommy poet, she asks? It describes the author and not the audience. I don't write about mommies. I tend to say I'm a parenting blogger. It casts a very wide net, marketing wise. Sarah Hofstetter is discussing potential mistakes when marketers send out emails to "all mommy bloggers." Carol Cain gets a pitch about baby food, she responds with a list of bloggers that the client …

Sarah Hofstetter, vp of emerging media and client strategy at 360i, sitting on the mommy blogger panel, just announced that in addition to everything else she's also a kickboxer and ready to take on any and all comers after the panel. Anyone up to the challenge? I didn't think so.