This is a perfect small article on Ad Week that is a great Case Study on the Social Media Fudge. I have written about the divergent agenda's in Social Media. The people who over hype Social Media tend to have a financial interest in it such as VC's & the Networks themselves because they want to go IPO.
This detracts from the real value of Social Media. The value to people. The value to Brands. Because there is real value! That is why Social Networks and Technology being view purely as Advertising/Marketing vehicles, vs Technology to be sold and licensed is so backward assed. They promote the wrong features and benefits.
So without further ado as someone who advises clients on Social Media for Marketing and Engagement purposes this article and chart say nothing to me. If I want to reach someone and they are only on the Network once per month that has zero value for me. How am I going to reach someone via Twitter when they are going to be on the Network once randomly in a month. But if I know your on at least every other day, that has value. And sometimes the value is something that shouldn't be hidden.
Fact is there is between 8-15 million people on the service each day. But before you belittle that number these folks tend to be brighter, smarter, more techie, and most likely either current higher earners (Jack and Suzy Welch!) or will be (college students). They are more likely to have smart phones. And they are more likely to be interested in sharing discoveries and communicating them because Twitter is different than Facebook.
The fact is the live Tweet Stream is fleeting. Its not like a Print Magazine where your ad could be viewed anytime in the next 2 weeks. If that person isn't on when you Tweet most likely it goes into Tweet heaven (the Library of Congress).
To Ad Week's credit they did whittle down to monthly users, vs the Gross Number of Accounts being 100 million that Twitter is promoting.