Apparently, it's "oops." At least that's what ReadWriteWeb's Marshall Kirkpatrick says he's learned from his top blogging experience. "I had a huge hit yesterday because I added the word 'oops' to a headline that wasn't there originally," he told the OMMA Global attendees.

So far, the term awesomeness has been used trice during the "top bloggers" luncheon panel. That two more times than I've used it in my entire life. Now I know how to become a top blogger.

That's right, you too can participate vicariously in OMMA Global San Francisco, even if you're not in town. Just got to  http://www.livestream.com/mediapost/ommaglobal. And if you can't make it in real-time, the MediaPost team will be posting full conference videos at https://www.mediapost.com/events/videos/.

Back during the first wave of social media -- oh, those many years ago (2001-2005) -- it seemed like every brand was going to have its own proprietary social network of consumer enthusiasts. Those days are over: the idea was pretty silly, if you think about it (“I can’t wait to log into my Kleenex profile!â€�). At the social media and media planning panel on Wednesday morning, Matthew Pietro of Federated Media advised:  “It’s the wrong approach to build a community from the ground up, because there are already a number of communities existing,â€� both for general social networking or …

The Future of Agencies in Social Media A perpetual anxiety of media agency employees is that technology will somehow make them obsolete. It hasn’t happened yet and isn’t likely to, according to the panelists discussing social media and media buying and planning at OMMA Global on Wednesday morning -- however, what it always happening is change, which means their brief is always evolving. With social media moving from the first, exploratory phase to long-term strategies, Ekaterina Walter, a strategist for Intel, said clients are moving beyond “asking agencies, ‘fish for me,’ to ‘teach me how to fish,’â€� meaning they want …

A perpetual anxiety of media agency employees is that technology will somehow make them obsolete. It hasn’t happened yet and isn’t likely to, according to the panelists discussing social media and media buying and planning at OMMA Global on Wednesday morning -- however, what it always happening is change, which means their brief is always evolving. With social media moving from the first, exploratory phase to long-term strategies, Ekaterina Walter, a strategist for Intel, said clients are moving beyond “asking agencies, ‘fish for me,’ to ‘teach me how to fish,’â€� meaning they want to have more direct control over their …

The Pepsi refresh campaign turns the adversarial relationship between brand and consumers to a partnership. Concept of determining social return on investment is fantastic. Become respectful of your audience. This is not an advertising campaign. It goes way beyond that. Support the non-winners after someone commented that for every competition there are more winners than losers, so are you getting people saying they are not refreshed? The CRM database has more than seven million subscribers.

With no broadcast media in December, Pepsi closed the submission period for ideas in 72 hours. In March, Pepsi closed submissions in less than 12 hours. There have been millions of votes, more than 1 billion media impressions and 300,000 new Facebook Fans.