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And that social TV, more so than the Web, "could provide the right vehicle for advertisers who want to combine the reach and audio-visual power of television with the engagement and two-way dialogue offered by social media," said Tercek.

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Marketers looking to launch a new food product might peddle freebies at grocery stores or organize focus groups. Splenda turned to Facebook.

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A new study by Anderson Analytics is helping identify social-network users' interests, buying habits, media consumption and more for marketers.

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Lotame attempts to use social data to get at influencers. It trolls social networks, blogs and message boards for users who have created content about specific topics. Then it expands the circle by adding in people who consume that user-generated content. Finally, it adds people who look like those content creators and consumers.

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Yahoo is turning up the volume on many of its communications and community features and building bridges between the collection of Yahoo sites that have at times operated like virtual islands.

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