Proper research forms the backbone of a great (marketing) strategy and helps you understand where you’re heading. Since 2005 Georgia Tech has been studying people, social media and what that really means (most of the research dates back until 2009). And no, they don’t just have papers on cat videos:
Computing and Building Around Tie Strength in Social Media (in review)
Another good source of data, information and maybe even a few insights to drive your strategy forward.