Social media is often said to be the king of consumer brand awareness, but research shows that word of mouth is far more effective when it comes to influencing consumer buying habits. Ed Keller, CEO of the research and consulting firm the Keller-Fay Group and author of "The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace" talks with host Jim Lobaito about why online social media is not a replacement for in-person social marketing.