David Rollo, chief strategy officer of Blinq, said he could define it in 160 characters or less, and actually used only 26: "Don't be a shitty marketer."

It's not necessarily actual harm, but it's an uncomfortable feeling that may make you feel like you're being harmed. That's the way GroupM Interaction North America COO John Montgomery defined the social media world's word du jour - you know, creepiness - during a panel discussion on the subject at OMMA Social this morning.

WhenFacebook introduced Timeline for brands in March it also did away with one of the favored tools for marketers: the default landing tab on fan pages for driving likes and engagement. That’s put more pressure on brands to generate interaction through organic content and paid advertising formats like Sponsored Stories. “It’s been tough for a lot of clients and advertisers because everyone was used to the model of buying ads and driving to the default tab to like your page,” said Patrick Chen, manager, social product strategy and marketing operations at Clickable, speaking on a panel at OMMA Social. Julie …

Let's talk Timeline! -- Facebook's Timeline for Brands, which recently forced brands and agencies to change their approach to the Web's top social platform. It's been a "big shift" for brands, according Patrick Chen, Manager of Social Product Strategy and Marketing Operations at Clickable -- "from an ad strategy to a content strategy." Now, said Chen, brands have to ask themselves how they can generate engaging content, and think about ad strategy later. "Timeline did present a little bit of a challenge," admitted Jill Dodge, Managing Director of Global Marketing at NASDAQ OMX. The goal now is making sure content …

Matt Goddard, CEO of R21, just gave a nifty guideline for vetting the opinions of all those social gurus offering you advice about products, services and brands. If you're surfing social opinion sites, he said, sample sizes matter.

Interesting insight during the opening panel at OMMA Social this morning. It turns out that social media is actually a lot like your first "social," you know, your first dance. And what do socially awkward teenagers do when they show up at their first dance, they go up and talk to someone awkwardly about themselves -- at least until they get comfortable with the social dialogue, and can figure out how to talk to other people in that setting.

Social media is... "a core behavior," according to Matt Goddard, CEO of digital agency R2i. Specifically, it's a risk reduction tool, Goddard explained during a morning panel at OMMA Social. Therefore, marketers trying to reach consumers within social environments should ask: What is the decision-making behavior? What risk are users seeking to reduce? Taking a slightly different approach to social, Tim Fogarty, Senior Strategist at M80, says his "entire job" is telling brands to "matter more." (Isn't that why they hire agencies in the first place?) His point is simply that, in our increasingly consumer-controlled media world, brands that don't …

Matt Goddard, CEO of R2i, says social media isn't media at all. Heck, he says it's not even a marketing channel per se. What it is, he's telling OMMA Social attendees this morning, is a "behavior."

Sandra Lopez, Global Marketing Strategy Director for New Business, Intel, just gave me a new perspective on the way to utilize social media as part of marketing strategy: First-mover intelligence.

That's what Jeff Mirman, vice president-marketing of Turner Sports just said during his opening keynote at OMMA Social during Internet Week in New York this morning. Well, Mirman didn't actually say that, but he said that the reason why a TV network-based company like Turner Sports is so focused on digital, especially social media right now.