At GigaOM Pro, we’re in the process of analyzing some rich consumer survey data. I took a quick look at consumer influencers and their use of social networks in my Weekly Update. Social media has long promised that marketers could use it to find influential voices and get them to pass the word. There’s a healthy debate in the industry about just how important in online meme-driving influencers are relative to groups of friends, or groups with shared interests. And certainly, not all tastemakers aggressively use social media to promote their views. But many do. The NY Times has a solid piece about how movie studio Lionsgate used social media marketing to drive up the hype for its would-be franchise, The Hunger Games. It’s got actual numbers in it. We have lots more consumer numbers ourselves, so Pro clients should both watch for coming research, and check in with us with your questions.