"HTML and Flash time capsules." That's what Mike Wokosin, vice president of Digital Marketing at Universal Studios Home Entertainment, called the studio's Web sites floating around the Internet. He realizes the company's view on Web sites is a bit outdated.

"I don't have all the answers," admits Mike Wokosin, vice president of digital marketing at Universal Studios Home Entertainment. During OMMA Social he did provide some insights during the afternoon keynote on Tuesday. The entertainment company doesn't rely much on Twitter, but recognizes the power of the site. Home entertainment releases between 25 and 35 new movies annually. The industry has seen ad budget constraints due to a slight decline in DVD sales, he says. The sales funnel begins with awareness in digital media, moves into engagement and then into conversion through one-on-one interactions. "If fans are having a …

Between 50% and 80% of the traffic on Twitter is created by third-party applications, according to Ryan Holmes, CEO, HootSuite, at the panel at OMMA Social in San Francisco Tuesday. Interesting stat, but consider the source. Consider also the developers networks built by Microsoft for Windows, Apple for iPhone, and Google for Android. Could, or will, Twitter draw profit from its third-party developer network?

Is the 140-character limitation provide enough space to add a message and a call to action? That's a problem marketers have when it comes to finding the return on investment in tweets. During the Twitter client third-party developers panel at OMMA social in San Francisco Tuesday, Ryan Holmes, CEO, HootSuite, says his company is looking at developing tools for marketing that involves multichannel marketing, in stream advertising, and trying to find the "magic mix" between advertising and sponsorship. Somrat Niyogi, CEO and founder at Bazaar Labs, says marketers will begin to tap into widgets and sponsorships to make …

Mary Huffman wants to clarify her point about reporting redundancy made Monday during OMMA Performance. In an email she wrote: performance deals require reliable reporting and the most effective way to ensure the continuous reliability of a tracking system is to have two systems in place. These systems don't need to be expensive, dollar-wise or time-wise (Google Analytics is something we usually layer onto a client's existing tracking system), so it is not an issue of "cost-effective" or not. Having two tracking systems makes everyone in the relationship feel more comfortable that the data is right.

Becoming social now ranks No. 7 as the most popular activity, behind watching online videos, according to Ali Rana, vice president of digital strategy at Dynamic Logic. New data released at OMMA Social in San Francisco Tuesday suggests the majority of social media users are members of two or more sites. More than half of the folks say they have used Facebook more often in the last six month than in the past. People switch social networks to follow friends. People will view advertising to keep the sites free. Facebook has the higher recall of advertisers on its sites, …

It was a chant heard throughout the halls at the Nikko hotel in San Francisco, Well, not really, but it sounds good. Marketers are beginning to tap into technology that allows them to see the results from integrated marketing plans. It's still a bit of a technical challenge, but triggers can identify a correlation between searches on engines, clicks on paid search campaigns and rises in conversions when display ads run. For social media to gain acceptance from C-level execs, these types of tools that tie results to offline measurements and campaigns becomes critical, according to Amber Naslund, …

Predictive analysis will soon become part of social media measurements, agreed panelists at OMMA Social in San Francisco Tuesday. Companies on the panel say platforms are in the test phase. Expect to see several companies to unveil these services this year.

Brian Boland, manager of direct response solutions at Facebook, told OMMA Social attendees in San Francisco Tuesday he will match the first $1,000 in donations to Haiti if they donate through www.worldvision.org/OMMA.

Brian Boland, manager of direct response solutions at Facebook, tells OMMA Social attendees in San Francisco Tuesday what they don't know about Facebook ads. He starts by providing the example of the earthquake in Haiti and how people relied on status updates to tell friends and loved ones their whereabouts, donate money to help survivors, and find makeshift hospitals that have the ability to treat people. In the last week, World Vision has been running ads in Facebook to help people connect with others. About 100,000 people have become fans since the earthquake.