Jupiter study on advertising and social media

Speaking on a panel at OMMA Hollywood, I heard about a recent study by Jupiter Research about “advertising on social media.” Someone mumbled something about “only 9% of social media readers are influentials,” which flies directly in the face of what we’ve seen in the past about readers of political blogs. (Where something like 70% are influentials in the Roper definition.) The report costs $1500… anyone got a synopsis… or a copy of the real thing?

Seems to me that taling about “social media” can be dangerously like talking about “printed products”… it’s a huge category that is on the verge of masking more than it reveals.

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