This afternoon brought me an interesting study in contrasts. First I listened to this podcast of PR Week's interview with Jeremy Thompson of Durrants and Oliver Hickson of COI. Essentially COI is moving to a CPM measurement model based on reach. When asked about social media, the response from both of them was essentially "we're working on that."
Then I heard this fascinating interiew on On The Media with Chris Anderson, Wired Editor-in-Chief and co-author of the cover story entitled "The Web is Dead". Anderson postulates that due to the rise of mobile devices and propietary networks such as the iPhone and Facebook, the traditional "web" is dead. More intriguing is that he postulates that the way we have traditionally valued web sites -- via reach, will soon be impossible.
Which means to me that those in the PR profession spending significant efforts trying to come up with a new metric based on reach, will be wasting time on a metric that will be obsolete long before we ever agree upon it.