Social media is here. According to eMarketer, 37% of adult internet users and 70% of teens use social networking sites monthly. And growth is accelerating. In 3 years, 49% of adults and 84% of teens will be on social networks.

The major social networks have announced plans to open their platforms to developers. This provides media companies and marketers unprecedented, cost-effective direct access to more than 300 million captive and engaged users.

While search dominated the last 5 years of advertising, social will emerge as the leading way for major brands to reach and engage consumers. As such, the social media application is both the new ad unit and the new media property all in one.

Smart brands are leveraging these applications to build a direct, fun, and engaging relationship with millions of consumers. Buddy Media CEO Michael Lazerow will provide in-depth case studies of half-a-dozen social media campaigns that have engaged consumers in a fundamentally better way than email, banners, microsites, and search.