ORLANDO, Fla.

HOW much attention is a big annual conference for marketers paying to the growing importance of social media like Facebook, Twitter and YouTube to help reach consumers? Well, speakers are saying “fans,” “like” and “hash tag” almost as often as “touch points,” “benchmark” and “prioritize.”

The conference is the 100th anniversary meeting of the Association of National Advertisers, which began here on Wednesday night and is to continue through Saturday morning. The conference has drawn a record attendance estimated at 1,600, a third higher than the approximately 1,200 people who attended the conference in 2007, 2008 and 2009.

By this point, it might seem that discussing social media in the marketing mix would be redundant. After all, scores of brands have already shared their track records with nontraditional media at conferences and in trade publications.

But if the results of a survey taken during the opening general session of the conference on Thursday are projectable on a large scale, marketers may still need some schooling on the dos and don’ts of social media. Asked to describe how its use has affected sales, 13 percent replied that they did not use social media at all. (Eleven percent said sales had increased a lot, 34 percent said sales increased “some” and 42 percent said they had seen no change.)