On: 2013 will see a shift from social networks back to...

[cincinnatus]

There is a big difference between blogs, corporate blogs, and blog advertising. The author is conflating the three and drawing a bogus conclusion.

[brandnewlow → cincinnatus]

Agreed. Does that "social media spend" slice describe how much the brands were spending on advertising on blogs/fb/twitter or how much they had spent on creating content for blogs/fb/twitter. The graphic implies the former but the author assumes the latter and goes from there.