Only 16% of a brand's Facebook fans/friends see its status updates, according to Bladimiar Norman of The Weinstein Company. That doesn't necessarily mean they perceive unviewed status updates as SPAM, however, since they may want to loop back and check out the content later -- provided it's sufficiently interesting and still relevant.

80% of conversations on social media are between the same people, usually limited to a group of 4-5 individuals talking to each other, according to Bladimiar Norman, SVP Marketing for The Weinstein Company. This is an interesting finding, and validating for those of us who are skeptical about the massive numbers of "friends" collected by some social butterflies on social media. Of course, maybe those social butterflies are actually talking to everyone of their hundreds of online friends every day.  But I kind of doubt it.

Granular distinctions among consumers and brands. That what’s it's all about. Laura Martin, managing director at Needham & Co., during the OMMA Global event in San Francisco, says breaking down the online data is not only about observing consumer behaviors but for brand behavior. For example, research as shows the best digital platform for Macy’s happens to be their own website. But that isn’t the same for Chrysler or other marketers. When it comes to engagement, Martin notes the longer you can keep women on a site the more valuable they become for the brand. For men? Save them time. …

Asked how higitals index vs. the general population in terms of their reliance on digital media platforms - like social - in terms of influencing their brand decisions, Brandkeys' Robert Passsikoff said the behavior seems to be accelerating across the overall population and that "by the end of the century, we'll have to find a word for people who are not highly digital. My guess is that it will be the, 'Digital Laggards.'"

That's what Brandkeys' Robert Passikoff seemed to suggest a future OMMA Global panel discussion might be.

Robert Passikoff, founder and president of Brand Keys opened OMMA Global in San Francisco with some compelling data, but also a pretty compelling anecdote.

MediaPost chief Ken Fadner opened OMMA Global in San Francisco this morning answering the question on everyone's mind: What's "Digital Moneyball."