The largest portion of a company’s online audience is composed of a group of “lurkers” – the 8% of users that are most active and account for half of all posts. This comes from Vision Critical, a research company from Toronto.
So What? Just like in any research conducted, make sure that you understand the source of the response. This does not mean that you should not use the information; you just have to understand any bias.
What Now? Continue to learn more about you social media audience. Consider segmenting your audience by heavy users versus light users. There may be new value in the second group.