Highlights from today's sessions at the WOMMA Conference in Washington, D.C.:

According to AOL's Ted Leonsis some 22 percent of all media consumption is online. Yet just six to seven percent of advertising budgets have moved online. This is an amazing statistic and a lot of the betting conversation is just how long it will take to close the gap. Leonsis also made a great point about the shift in marketing from people, to also include marketing to algorithms.

The American Dialect Society recently selected Steven Colbert's "truthiness" its word of the year. Now Gary Stein adds "trustiness" to the lexicon. In a great sound bite, Stein said Word of Mouth is the folklore of the consumer culture. He also said that trust drives confidence for decisions, that confidence drives actions and offered a calculus around the relationship between trust, competence and benevolence. Stein promised to post his excellent presentation on his site so there is more detail to be found there.

In the larger sense and with respects to Colbert and Stein, truthiness and trustiness are important components in influence. Who has a developed and earned a following? How are they keeping it?