A new Euro RSCG Social Media is introducing more terms, more contrary trends, but in the end evidence of more humanity from the explosion in social media. According to the study, their world is expanding and narrowing at the same time because of social media's hyperlocalization quotient. And "cyberdisinhibition" -- being more willing to behave online in ways they wouldn't in person -- has both emboldened users and led them to inappropriate behavior.

"Word of mouth has always been the most powerful marketing tool; what social media has done is dramatically increase the scale, velocity and immediacy with which people can influence each other and create the biggest revolution to hit our industry since television," said David Jones, global CEO of Euro RSCG Worldwide. "One of the interesting findings of the study is that it's the combination of online and offline experiences that creates the biggest impact."

Despite this lack of inhibition, online social networking is enhancing, not deteriorating, relationships among Americans, according to EURO. This new study, of 1,228 social media found:

•    Although more than half of respondents (53.5 percent) have met new people through electronic media, face-to-face interaction is still the gold standard.

•    Consumers are engaging more in what Euro RSCG calls trialogues --multi-way exchanges of ideas and opinions among consumers and brands,which matter now more than ever.

•    Consumers are not only more involved with family and friends, but they also have increased their involvement in political and humanitarian issues.

•    A solid 40 percent agree that social groupings online can be truly social, while only 14 percent disagree; figures differ very little across age, gender, ethnic or income groups.

Marian Salzman, president of Euro RSCG Worldwide PR, North America, found several major consequences of the findings. A new definition of “intimacy” might be the biggest one for digital marketers. "Today we have friends and we have  followers and we have the ability to track people in real time via social media, watching their online habits,” she says. “But more important, we might exchange 20 to 30 bits and bytes with another person in a day,  IM with them over the course of an afternoon on Facebook or tweet them  numerous times, sharing private moments, all leading to a faux sense of solidarity or sharing -- the hugs of virtuality."