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There are three facts from that study that will likely surprise you and which, taken together, should cause you to completely rethink how you use social media data.  

The study, titled The Social Habit 2011, was based on a random, representative, and projectable study of 2,020 Americans ages 12 and older. It was the 19th in an ongoing series of reports  issued since 1998.

http://www.ragan.com/Main/Articles/43088.aspx

Additional articles

• Why Your Social Media Initiatives Will Fail In 2011
• Don’t Forget Email – It’s Key To Your Social Strategy
• How IBM Uses Social Media to Spur Employee Innovation