• by Laurie Sullivan , Staff Writer @lauriesullivan, January 26, 2009

Tapping into social graphs allows marketers to evaluate media. It will become the wave of the future for social media, agree panelists on "The Personal CPM: Quirky Idea or Future Marketing Reality?" The panel is being moderatred by Charlene Li, who has been talking about the personal CPM, the idea that in a social networking context, people with different levels of influence among their peers will gain CPMs, based on their influence-ability.

The idea includes the possibility that marketers would compensate people with high CPMs in social media because it makes them more valuable. "Everyone wants the Blair Witch Project, meaning everyone wants something that will grow viral," said Joe Marchese, president at Socialvibe. "You want the brand to spred something with intent and purpose, rather than being a virus."