MediaPost today reported on a study from Canadian research firm Pollara that concluded people trust friends and family online more than so-called “influencer” bloggers. The conclusion is that blogs may not be as influential as some marketers have been led to believe.

What's interesting about the study, however, is it positions the recommendations from family and friends online against a product endorsement from a "well known blogger." According to the study, if the two parties were recommending a product, the majority would go with the family member or friend’s two cents – not the blogger’s.

Makes sense at first, but when digging deeper, this logic becomes problematic, especially without context. While a trusted relationship certainly serves as a key component to how people are influenced to buy, it's not the only factor. In fact, depending on the context, a trusted relationship may not factor into the purchase decision process at all. If you are thinking about buying a new laptop, would the recommendation from your mother trump advice gleaned from a credible online expert? Even if a family member did have experience with the very product you are looking to buy, does this person have the exact same interests, requirements, applications and expectations as it relates to the product or service?

Pete Blackshaw makes the very insightful comment that popularity does not equal influence. We agree: while popularity is certainly a factor in the overall influence equation, we know social media has enabled the rise of millions of niche bloggers who have powerful sway over smaller audiences on very specific topics.

However, it appears the report’s definition of influence is indeed popularity (based on the use of the words “popular” and “well known” to describe blogs). So perhaps the conclusion is not that influencers in social media are losing steam, but that the power of influence is simply moving in a new direction.