Are advertisers getting value out of second-screen yet? The panelists suggested its still early days for the medium when it comes to advertising. Scott Maddux, GM, Bottle Rocket, pointed out that ABC backed away from second-screen programming a couple of years ago after finding it wasn’t able to sell sponsorships successfully within the format. The networks efforts are now mainly focused on big events like The Oscars. David Beck, head of social media at Univision, however …

In the first afternoon panel at OMMA Social, agency and other executives take up the topic of second-screen, or social TV, viewing. What's the value of this emerging kind of media consumption and where do advertisers fit in? Tom Boland, SVP, Social, Ogilvy & Mather, said the agency always look at sponsorship opportunities across three screens: TV, Web, and third platform, either social or mobile. So a second-screen platform could fit into that third category. It looks for what's working and what service has gained brand affinity. 

What do Mark Zuckerberg, Twitter creator Jack Dorsey, Tumblr father David Karp, and Pinterest's Ben Silbermann all have in common? Each could easily finance his own well-appointed army? That -- and, "They're all millennials," Don Steele, VP of digital marketing and fan engagement at Comedy Central, told OMMA Social attendees on Monday. In other words, the network's target demographic is the same demographic developing the digital tools that are transforming the lives of millions upon millions of consumers. That, in turn, creates all sorts of opportunities and challenges for the Viacom unit, according to Steele. Not only is rapid digital …

Earlier in the day at OMMA Social, "attribution" -- the marketing model that attempts to attribute sales to multiple touch-points rather than the last ad a consumer clicks or views -- got a whipping. A few hours later, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to specialize in attribution -- is trying to set the record straight. "Attribution is huge," insists Knoch. "I think people want to kill it because it's getting more complicated." Exclaimed Knoch: "If you're still doing last click attribution, you are light years behind!"

While flying blind can be a thrill, successful social media strategies require well-defined goals and objectives, industry insiders stressed at OMMA Social on Monday. "You only hit what you aim at," Chris Knoch, VP of Strategic Solutions at IgnitionOne, said. If nothing else, social media is a lot easier when you can identify a few actions you want target consumers to take, said Beth McCabe, VP and Group Director of Social Marketing and Technology at Digitas. Without delay, every brand should be able to say, "This is the action I'm after," McCabe said.

Drug companies that maintain a social-media presence risk significant fines if they run afoul of Food and Drug Administration rules regarding drug ads

It's interesting to talk with so many social marketing experts who don't understand the reasons why search marketers need to analyze and mine social and actionable data.

For a massive pharmaceutical company like Johnson & Johnson, a social strategy requires being prepared for anything, timely responses, and seamless brand integration. So Thomas Panchak, senior director of digital marketing at LifeScan -- a diabetes care division of J&J -- told OMMA Social attendees on Monday. "For us, it's ultimately about integration," Panchak said. "For us, in social, I need to do a couple things: I need to accelerate (or amplify) all of my media." The end goals, Panchak said, include "driving toward brand preference and conversions ... My CMO wants to see what's happening to out cost per …

Content, engagement, real-time, data. Who owns it?  "There isn't a single owner... marketing should be leading the strategy," says Michael Cascio, senior vp of strategy, 140 Proof Jamie de Guerre, VP Product, Topsy, in speaking at the OMMA Social event.  "All of these services are house with the brand," says James Kolstad, director, mobile & emerging media of USA Network. "The line between marketer and publisher is disappearing," says Matt Wurst, director of Digital Communities, of 360i.  

The days when a brand could get by without a paid social media strategy are long gone. So said Matt Wurst, Director of Digital Communities at 360i, at OMMA Social on Monday. Explaining his position, Wurst said: "The competition and the clutter in the space is so real." Paid or otherwise -- but mostly not -- "We really do need to scrutinize the quality of content that's out there," said Gian LaVecchia, Managing Partner and U.S. Digital Lead at MEC. Regarding his comment, LaVecchia said he had a few offending brands in mind, but, alas, he refrained from naming names.