Why we need to redefine reach from the bottom up

"Plus ça change, plus c'est la même chose" is a French proverb that pretty much sums up the world we live in -- especially from a tech perspective. "The more things change, the more they stay the same" can be applied to the world of social media in so many ways: We still communicate, just differently; we still market, just through newer outlets; we still rely on word of mouth...wait, that one never changed! This little truism really reverberates when talking about audience monitoring and measurement.

via www.imediaconnection.com

This is one of those pieces I've been hoping someone would write. It absolutely nails the problem that PR people have when dealing with advertising folks about the subject of "reach" and impressions.